Marketing analytics : essential tools for data-driven decisions /
Venkatesan, Rajkumar,
Marketing analytics : essential tools for data-driven decisions / Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox. - x, 294 pages : illustrations ; 24 cm - Darden business publishing .
Includes bibliographical references and index.
Resource Allocation -- Cluster Analysis -- Conjoint Analysis -- Linear Regression -- Customer Lifetime Value -- Marketing Experiments -- Paid Search Advertising -- Text Analytics -- Logistic Regression -- Recommendation Systems -- Automation of Marketing Models -- Implementing Marketing Analytics.
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"--
9780813945156
2020037900
Marketing--Management.
Marketing--Statistical methods.
Marketing research.
HF5415.127 / .V453 2021
658.8/3
Marketing analytics : essential tools for data-driven decisions / Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox. - x, 294 pages : illustrations ; 24 cm - Darden business publishing .
Includes bibliographical references and index.
Resource Allocation -- Cluster Analysis -- Conjoint Analysis -- Linear Regression -- Customer Lifetime Value -- Marketing Experiments -- Paid Search Advertising -- Text Analytics -- Logistic Regression -- Recommendation Systems -- Automation of Marketing Models -- Implementing Marketing Analytics.
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"--
9780813945156
2020037900
Marketing--Management.
Marketing--Statistical methods.
Marketing research.
HF5415.127 / .V453 2021
658.8/3