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Marketing Analytics

- A Practical Guide to Improving Consumer Insights Using Data Techniques
Af: Mike Grigsby Engelsk Paperback

Marketing Analytics

- A Practical Guide to Improving Consumer Insights Using Data Techniques
Af: Mike Grigsby Engelsk Paperback
Tjek vores konkurrenters priser

Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more.

Marketing Analytics enables you 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, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use.

This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage.

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Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more.

Marketing Analytics enables you 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, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use.

This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage.

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Produktdetaljer
Sprog: Engelsk
Sider: 336
ISBN-13: 9781398608191
Indbinding: Paperback
Udgave:
ISBN-10: 139860819X
Kategori: Salgs- & markedsføringsledelse
Udg. Dato: 3 dec 2022
Længde: 21mm
Bredde: 233mm
Højde: 157mm
Forlag: Kogan Page Ltd
Oplagsdato: 3 dec 2022
Forfatter(e): Mike Grigsby
Forfatter(e) Mike Grigsby

Kategori Salgs- & markedsføringsledelse

ISBN-13 9781398608191

Sprog Engelsk

Indbinding Paperback

Sider 336

Udgave

Længde 21mm

Bredde 233mm

Højde 157mm

Udg. Dato 3 dec 2022

Oplagsdato 3 dec 2022

Forlag Kogan Page Ltd

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