October 2013
Beginner to intermediate
312 pages
8h 11m
English
Content preview from Data Driven Marketing For Dummies
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Chapter 6
You’re Going to Need a Geek: Introduction to Analyzing Data
In This Chapter
Using statistics to analyze data
Recognizing how your data varies among customers
Understanding connections between customer traits
Designing effective tests
Using data to predict customer behavior
The world of database marketing revolves around customer data. Lots of data. But data is just raw material. What you’re truly after is insight into your customers’ preferences, needs, attitudes, and behavior. In short, you’re after information. Information is the result of analyzing and organizing your raw data in the context of a particular business problem or opportunity. It’s information, not data, that drives decision making.
Customer data is messy. It’s often incomplete. Sometimes the accuracy of the data varies from customer to customer. Data for some customers may be old and outdated.
Analyzing data and teasing information from it can be a complicated and technical exercise. It requires some expertise ...
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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.