Marketing Analytics: Strategic Models and Metrics offers
marketing students and professionals a practical guide to strategic
decision models and marketing metrics. The tools described in the
book will aid marketers in making intelligent decisions to drive
revenue and results in their organizations.
The book contains a wealth of information on marketing
analytics: Almost 500 pages of text, covering a wide variety of
decision models and metrics Nearly 400 figures, including diagrams,
tables, and charts Step-by-step instructions on market
segmentation, conjoint analysis, and other techniques Current
examples demonstrating how organizations are applying models and
metrics
The list of chapters below includes a sample of the topics:
Chapter 1. Introduction - Introduction to marketing analytics
Chapter 2. Market Insight - Market sizing and trend analysis
Chapter 3. Market Segmentation - Segment identification, analysis,
and strategy Chapter 4. Competitive Analysis - Competitor
identification, analysis, and strategy Chapter 5. Business Strategy
- Analytics-based strategy selection Chapter 6. Business Operations
- Forecasting, predictive analytics, and data mining Chapter 7.
Product and Service Analytics - Conjoint analysis and
product/service metrics Chapter 8. Price Analytics - Pricing
techniques and assessment Chapter 9. Distribution Analytics -
Analytics-based channel evaluation and selection Chapter 10.
Promotion Analytics - Promotion budget estimation and allocation
Chapter 11. Sales Analytics - Metrics for sales, profitability, and
support Chapter 12. Analytics in Action - Pivot tables and
data-driven presentations
Edition: First Edition, Version 1.1, introduced November 2013.
Revision 1.1 incorporates minor corrections and edits. It retains
the same layout as the original release (First Edition, Version
1.0). See StephanSorger.com for a complete record of all
changes.
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