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Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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Marketing Analytics - A Practical Guide to Improving Consumer Insights Using Data Techniques (Paperback, 3rd Revised edition)
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Marketing Analytics - A Practical Guide to Improving Consumer Insights Using Data Techniques (Paperback, 3rd Revised edition)
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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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