June 2014
Beginner to intermediate
320 pages
7h 43m
English
book
Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
by Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
Overview
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
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