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
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Section V: Digital Analytics
This section explores the latest trends in marketing analytics powered by digital technology. Chapter 15, “Designing Marketing Experiments,” provides the fundamental frameworks for design of effective experiments, which is one of the major drivers behind the explosion in digital analytics. Throughout this chapter, you are urged to provide time for design before running real-time digital experiments. The case series in Chapter 16, “Transformation of Marketing at the Ohio Art Company,” allows you to contrast traditional television advertising experiments with a digital experiment on Amazon.com. The key insight surrounds the transformation of the treatment of marketing expenses, that is, from a fixed to variable cost, ...
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.