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Marketing Analytics - Essential Tools for Data-Driven Decisions (Hardcover)
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Marketing Analytics - Essential Tools for Data-Driven Decisions (Hardcover)
Series: Darden Business Series
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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 for Data-Driven Decisions,
which updates and expands on the earlier book as we enter the
2020s. As they illustrate, big data analytics is the engine that
drives marketing, providing a forward-looking, predictive
perspective for marketing decision-making. The book presents actual
cases and data, allowing readers invaluable real-world instruction.
The cases show how to identify relevant data, choose the best
analytics technique, and question the link between marketing plans
and customer behavior. Dealing with actual scenarios sheds light on
the most pressing marketing questions, such as setting the optimal
price for one's product or designing effective digital marketing
campaigns. Big data is currently the most powerful resource to the
marketing professional, and this book illustrates how to fully
harness that power to effectively maximize marketing efforts.
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