Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning (FT Press Analytics)

ISBN-13: 9780133552522

ISBN-10: 0133552527

Author: Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox

Edition: 1

Publication date:
2014
Publisher:
Pearson FT Press
Format:
Hardcover 300 pages
Category:
Business, Economics, Microeconomics, Marketing
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Summary

Acknowledged author Rajkumar Venkatesan wrote Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning (FT Press Analytics) comprising 300 pages back in 2014. Textbook and etextbook are published under ISBN 0133552527 and 9780133552522. Since then Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning (FT Press Analytics) textbook received total rating of 3.5 stars and was available to sell back to BooksRun online for the top buyback price of $26.51 or rent at the marketplace.


Description

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