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Marketing Analytics - 2 Edition by Mike Grigsby (Paperback)

Marketing Analytics - 2 Edition by  Mike Grigsby (Paperback) - image 1 of 1
Marketing Analytics - 2 Edition by  Mike Grigsby (Paperback) - image 1 of 1
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About this item

Specifications

Edition: 2 Edition

Number of Pages: 240

Genre: Business + Money Management

Format: Paperback

Publisher: Kogan Page

Book theme: Research

Author: Mike Grigsby

Language: English

Street Date: April 28, 2018
TCIN: 53611228
UPC: 9780749482169
Item Number (DPCI): 248-37-0211

Description

Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use.

The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

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