Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning

Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning

by Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
Released June 2014
Publisher(s): Pearson
ISBN: 9780133552584

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Book description

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

    Table of contents

    1. About This eBook
    2. Title Page
    3. Copyright Page
    4. Praise for Cutting-Edge Marketing Analytics
    5. Dedication Page
    6. Contents
    7. Foreword
    8. Acknowledgments
    9. About the Authors
      1. Rajkumar Venkatesan
      2. Paul Farris
      3. Ronald T. Wilcox
    10. Introduction
      1. Why Marketing Analytics?
      2. What Is in This Book?
      3. Organization of the Book
      4. Endnotes
    11. Section I: Resource Allocation
      1. 1. A Resource-Allocation Perspective for Marketing Analytics
        1. Introduction
        2. The Resource-Allocation Framework
        3. An Illustration of the Resource-Allocation Framework
        4. Measuring ROI: Did the Resource Allocation Work?
        5. Working with Econometrics: IBM and Others
        6. Conclusion
        7. Endnotes
      2. 2. Dunia Finance LLC
        1. Introduction
        2. Dunia: Into the World
        3. Dunia: How Its World Worked
        4. New Customers and a Dunia Credit Bureau of Sorts
        5. New Customer Acquisition
        6. The Strategic Analytics Unit and Customer Retention
        7. Booking a Cross-Sell
        8. Cross-Selling and Growth Strategy
        9. Endnotes
        10. Exhibits
        11. Assignment Questions
    12. Section II: Product Analytics
      1. 3. Cluster Analysis for Segmentation
        1. Introduction
        2. An Example
        3. Cluster Analysis
        4. Conclusion
        5. Endnotes
      2. 4. Segmentation at Sticks Kebob Shop
        1. Introduction
        2. The Sticks Story
        3. Planning for Expansion
        4. The Fast-Food Industry
        5. Sticks’s Existing Marketing Initiatives
        6. Decisions
        7. Exhibits
        8. Assignment Questions
      3. 5. A Practical Guide to Conjoint Analysis
        1. Introduction
        2. The Anatomy of a Conjoint Analysis
        3. The Experimental Design
        4. Data Collection
        5. Interpreting Conjoint Results
        6. Conjoint Analysis Applications
        7. Conclusion
        8. Endnotes
      4. 6. Portland Trail Blazers
        1. Introduction
        2. The Portland Sports Market
        3. Multigame Ticket Packages
        4. Designing the Research Study
        5. Study Findings
        6. Cost of Multigame Packages
        7. Endnotes
        8. Exhibits
        9. Assignment Questions
    13. Section III: Marketing-Mix Analytics
      1. 7. Multiple Regression in Marketing-Mix Models
        1. Introduction
        2. Reviewing Single-Variable Regressions for Marketing
        3. Adding Variables to the Regression
        4. Economic Significance: Acting on Regression Outputs
        5. Conclusion
        6. Endnotes
      2. 8. Design of Price and Advertising Elasticity Models
        1. Introduction
        2. Price Elasticity of Demand
        3. Advertising Elasticity of Demand
        4. Building a Comprehensive Model
        5. Conclusion
        6. Endnotes
        7. References
        8. Exhibits
      3. 9. SVEDKA Vodka
        1. SVEDKA Vodka (A)
        2. Exhibits
        3. SVEDKA Vodka (B)
        4. Exhibits
        5. SVEDKA Vodka (C): Marketing Mix in the Vodka Industry
        6. Conclusion: Marketing-Mix Model
        7. Endnotes
        8. Assignment Questions
    14. Section IV: Customer Analytics
      1. 10. Customer Lifetime Value
        1. Introduction
        2. Customer Lifetime Value: The Present Value of the Future Cash Flows Attributed to the Customer Relationship
        3. Retention and Customer Lifetime Value
        4. Conclusion
        5. Endnotes
      2. 11. Netflix: The Customer Strikes Back
        1. Introduction
        2. An Industry Driven by Technology
        3. A New Range of Business Models
        4. Netflix: “Delivering Goosebumps”
        5. Conclusion
        6. Endnotes
        7. Exhibits
        8. Assignment Questions
      3. 12. Retail Relay
        1. Introduction
        2. Retail Relay Operations
        3. Prices and Promotions
        4. New Customer Acquisition and Retention
        5. The Richmond Expansion
        6. Endnotes
        7. Exhibits
        8. Appendix 12-1
        9. Endnotes
        10. Assignment Questions
      4. 13. Logistic Regression
        1. Introduction
        2. When Logistic Regression Trumps Linear Regression
        3. Choice Behavior
        4. The Logistic Transformation
        5. Assessing Video Game Purchasers
        6. Conclusion
        7. Endnotes
        8. Appendix 13-1: Logistic Regression—Understanding Exponential Functions
        9. Endnotes
        10. Appendix 13-2: Logistic Regression—Calculating Odds Ratio
      5. 14. Retail Relay Revisited
        1. Introduction
        2. Exhibits
    15. Section V: Digital Analytics
      1. 15. Designing Marketing Experiments
        1. Introduction
        2. Establishing Causality
        3. After-Only Experiment
        4. Test and Control Group Participants
        5. Before-After Experiment
        6. Field Experiments
        7. Web Experiments
        8. Natural Experiments
        9. Conclusion
      2. 16. Transformation of Marketing at the Ohio Art Company
        1. Transformation of Marketing at the Ohio Art Company (A)
        2. Transformation of Marketing at the Ohio Art Company (B)
        3. Conclusion
        4. Endnotes
        5. Assignment Questions
      3. 17. Paid Search Advertising
        1. Introduction
        2. What Is Paid Search?
        3. Metrics of Search Advertising
        4. Strategic Objective
        5. CLV-Based Optimization
        6. Keyword Clouds
        7. Enhanced Campaigns
        8. Testing and Diagnostic Feedback Loops
        9. Conclusion
        10. Endnotes
        11. Appendix 17-1: Paid Search Advertising—Google Paid Search Bidding Engine
        12. Endnotes
      4. 18. Motorcowboy: Getting a Foot in the Door
        1. Introduction
        2. Motorcowboy.com Decision Process
        3. Marketing at Motorcowboy
        4. Search Engine Marketing (SEM)
        5. Dynamics of AdWords Campaign
        6. The 2011 Google Online Marketing Challenge
        7. Reboot: April 17–20
        8. Foot on the Pedal: April 21–April 28
        9. Conclusion
        10. Assignment Questions
      5. 19. VinConnect, Inc.: Digital Marketing Strategy
        1. Introduction
        2. Industry Description
        3. Direct-to-Consumer Sales
        4. VinConnect, Inc.
        5. Recent Marketing Initiatives
        6. Paid Search Advertising
        7. Public Relations and Strategic Partnerships
        8. Surveying the Customer Base
        9. Conclusion
        10. Endnotes
        11. Exhibits
      6. 20. Cardagin: Local Mobile Rewards
        1. Introduction
        2. Cardagin Network
        3. The Pilot
        4. Competition
        5. Conclusion
        6. Endnotes
        7. Exhibits
        8. Assignment Questions
    16. Section VI: Resource Allocation Revisited
      1. 21. Dunia Finance LLC Revisited
        1. Introduction
        2. Optimizing the Cross-Sell Operations
        3. Exhibits
      2. 22. Implementing Marketing Analytics
        1. Introduction
        2. Organizational Structure
        3. Analytics Processes
        4. Organizational Change
        5. Looking Ahead
        6. Endnotes
    17. Index

    Product information

    • Title: Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
    • Author(s): Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
    • Release date: June 2014
    • Publisher(s): Pearson
    • ISBN: 9780133552584