CUTTING EDGE MARKETING ANALYTICS

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Cutting Edge Marketing Analytics

Author : Rajkumar Venkatesan
ISBN : 9780133552577
Genre : Business & Economics
File Size : 40.77 MB
Format : PDF, Kindle
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Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics
Category: Business & Economics

The Definitive Guide To Marketing Analytics And Metrics Collection

Author : Cesar Brea
ISBN : 9780133994773
Genre : Business & Economics
File Size : 61.37 MB
Format : PDF, ePub
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A brand new collection introducing today's most powerful strategies and techniques for measuring and optimizing marketing… 3 authoritative books, now in a convenient e-format, at a great price! 3 authoritative Books help you measure, analyze, and optimize every marketing investment you'll ever make Measuring and optimize your marketing investments is more crucial than ever. But, with an explosion in channels and complexity, it's also more challenging than ever. Fortunately, marketing metrics and analytics have taken giant leaps forward in recent years: techniques now exist for accurately quantifying performance and applying what you learn to improve it. In this unique 3 Book package, world-class experts present these new approaches, and show how to profit from them. In Marketing and Sales Analytics, leading consultant Cesar A. Breaexamines the experiences of 15 leaders who've built high-value analytics capabilities in multiple industries. Then, building on what they've learned, he presents a complete blueprint for succeeding with marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, frame the right questions, and organize your people, data, and operating infrastructure to answer them. Brea helps you overcome key challenges ranging from governance to overcoming hidden biases. Along the way, he also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?", and "hire generalists or specialists?" Next, in Cutting Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools, and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, guiding you through solving key problems in resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy. All case studies are accompanied by real data used by the protagonists to make decisions. As you practice, you'll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with managerial sensibilities, master core statistical tools, and discover how to avoid crucial pitfalls. Finally, in the award-winning Marketing Metrics, Second Edition, Paul W. Farris and his colleagues show how to choose the right metrics for every marketing challenge. You'll learn how to use dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for promotional strategy, advertising, distribution, customer perceptions, market share, competitors' power, margins, pricing, products and portfolios, customer profitability, sales forces, channels, and more. This extensively updated edition introduces innovative metrics ranging from Net Promoter to social media and brand equity measurement, and shows how to build comprehensive models to optimize every marketing decision you make. If you need to measure and improve marketing performance, this 3-book package will be your most valuable resource. From world-renowned business sustainability experts Cesar A. Brea, Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein
Category: Business & Economics

Essentials Of Business Analytics

Author : Bhimasankaram Pochiraju
ISBN : 9783319688374
Genre : Business & Economics
File Size : 58.69 MB
Format : PDF, Docs
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This comprehensive volume is the first of its kind which serves as a textbook for long duration business analytics courses and as a perfect guide to the practitioner. This is an edited volume. The chapters are written by experts from the Indian School of Business, top US universities and industry. Every chapter has a business orientation. Typically, each chapter begins with business problems that are transformed into data questions; methodology is developed to solve the data question. Data analysis is done using widely used software, the output and results are clearly explained at each stage of development. Finally, the solution is transformed into a business solution. The editors have taken extreme care to ensure continuity across the chapters. The book has three parts: A) Methodology, B) Applications and C) Case Studies. In part A, the methodology is developed in detail. In part B, these methodologies are applied to solve business problems in various verticals. Part C contains case studies illustrating applications in a single instance. There is an appendix that develops the pre-requisites for the main text.
Category: Business & Economics

Creating Value With Big Data Analytics

Author : Peter C. Verhoef
ISBN : 9781317561927
Genre : Business & Economics
File Size : 68.84 MB
Format : PDF, ePub
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Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
Category: Business & Economics

Using Person Centered Health Analytics To Live Longer

Author : Dwight McNeill
ISBN : 9780133890143
Genre : Computers
File Size : 84.71 MB
Format : PDF, ePub, Mobi
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The American way of producing health is failing. It continues to rank very low among developed countries on our most vital need…to live a long and healthy life. Despite the well-intentioned actions on the part of government, life sciences, and technology, the most important resource for achieving our full health potential is ourselves. This book is about how you can do so, and how others can help you. Dwight McNeill introduces person-centered health analytics (pchA) and shows how you can use it to master five everyday behaviors that cause and perpetuate most chronic diseases. Using Person-Centered Health Analytics to Live Longer combines deep insight, a comprehensive framework, and practical tools for living longer and healthier lives. It offers a clear path forward for both individuals and stakeholders, including providers, payers, health promotion companies, technology innovators, government, and analytics practitioners.
Category: Computers

Digital Exhaust

Author : Dale Neef
ISBN : 9780133838343
Genre : Business & Economics
File Size : 79.6 MB
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Will "Big Data" supercharge the economy, tyrannize us, or both? Data Exhaust is the definitive primer for everyone who wants to understand all the implications of Big Data, digitally driven innovation, and the accelerating Internet Economy. Renowned digital expert Dale Neef clearly explains: What Big Data really is, and what's new and different about it How Big Data works, and what you need to know about Big Data technologies Where the data is coming from: how Big Data integrates sources ranging from social media to machine sensors, smartphones to financial transactions How companies use Big Data analytics to gain a more nuanced, accurate picture of their customers, their own performance, and the newest trends How governments and individual citizens can also benefit from Big Data How to overcome obstacles to success with Big Data – including poor data that can magnify human error A realistic assessment of Big Data threats to employment and personal privacy, now and in the future Neef places the Big Data phenomenon where it belongs: in the context of the broader global shift to the Internet economy, with all that implies. By doing so, he helps businesses plan Big Data strategy more effectively – and helps citizens and policymakers identify sensible policies for preventing its misuse. By conservative estimate, the global Big Data market will soar past $50 billion by 2018. But those direct expenses represent just the "tip of the iceberg" when it comes to Big Data's impact. Big Data is now of acute strategic interest for every organization that aims to succeed – and it is equally important to everyone else. Whoever you are, Data Exhaust tells you exactly what you need to know about Big Data – and what to do about it, too.
Category: Business & Economics

Ideas Que Pegan

Author : Chip Heath
ISBN : 9788483566183
Genre : Business & Economics
File Size : 54.25 MB
Format : PDF, Mobi
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Chip Heath y Dan Heath explican por qué algunas ideas sobreviven y otras mueren.
Category: Business & Economics

Direct Marketing In Action

Author : Andrew R. Thomas
ISBN : 0275992233
Genre : Business & Economics
File Size : 56.38 MB
Format : PDF, ePub
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In many ways, mass marketing--broadcasting one's message to a large and anonymous population of potential customers--no longer works. In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiven
Category: Business & Economics

Leading Edge Marketing Research

Author : Robert J. Kaden
ISBN : 9781412991315
Genre : Business & Economics
File Size : 23.17 MB
Format : PDF, ePub, Mobi
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Designed for advanced business students, marketing research academics, practitioners and consultants Leading-Edge Marketing Research provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.
Category: Business & Economics

Marketing Database Analytics

Author : Andrew D. Banasiewicz
ISBN : 9781135125691
Genre : Business & Economics
File Size : 47.66 MB
Format : PDF, ePub, Docs
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Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully. Focusing specifically on quantitative marketing metrics, the book: Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification Establishes the importance of database analytics, integrating both business and marketing practice Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data Includes cases and exercises to guide students’ learning Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.
Category: Business & Economics