Cutting-edge Marketing Analytics

Cutting-edge Marketing Analytics
Author: Rajkumar Venkatesan
Publisher: Pearson Education
Total Pages: 321
Release: 2015
Genre: Business & Economics
ISBN: 0133552527


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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


Cutting-edge Marketing Analytics
Language: en
Pages: 321
Authors: Rajkumar Venkatesan
Categories: Business & Economics
Type: BOOK - Published: 2015 - Publisher: Pearson Education

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Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering expert
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Language: en
Pages: 278
Authors: Rajkumar Venkatesan
Categories: Business & Economics
Type: BOOK - Published: 2021-01-13 - Publisher: University of Virginia Press

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The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools
Cutting-edge Marketing Analytics
Language: en
Pages:
Authors: Rajkumar Venkatesan
Categories: Consumer profiling
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Cutting-Edge Digital Marketing
Language: en
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Authors: Alex Polishchuk
Categories:
Type: BOOK - Published: 2021-04-22 - Publisher:

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Digital marketing is an innovative way to attract a large audience to your online project. There are a wide variety of online marketing techniques that you can
The AI Marketing Canvas
Language: en
Pages: 295
Authors: Raj Venkatesan
Categories: Business & Economics
Type: BOOK - Published: 2021-05-18 - Publisher: Stanford University Press

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This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their