Marketing analytics : a practical guide to improving consumer insights using data techniques / Mike Grigsby.
Tipo de material:
TextoIdioma: Inglés Productor: London, United Kingdom ; Editor: New York, NY : Distribuidor: KoganPage, Fecha de copyright: ©2023Edición: 3a. ediciónDescripción: 322 páginas : Tablas, figuras, 16 x 24 cmTipo de contenido: - texto.
- sin medio.
- volume.
- 9781398608191
- 9781398608214
- HF 5415.2 G75 2023
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Biblioteca Antonio Enriquez Savignac | Biblioteca Antonio Enriquez Savignac | COLECCIÓN RESERVA | HF 5415.2 G75 2023 (Navegar estantería(Abre debajo)) | Ejem. 1 | No para préstamo (Préstamo interno) | Turismo Sustentable y Gestión Hotelera | 043252 |
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| HF 5415 .127 P42 2000 Uno x uno : herramientas para poner en práctica su plan de marketing / | HF 5415 .13 K84 2005 Los diez pecados capitales del marketing: indicios y soluciones / | HF 5415 .153 S357 2008 Desarrollo de nuevos productos : cómo crear y lanzar con éxito nuevos productos y servicios al mercado / | HF 5415.2 G75 2023 Marketing analytics : a practical guide to improving consumer insights using data techniques / | HF 5415.2 M23 2019 Qualitative marketing research : understanding consumers behaviour/ | HF 5415 .5 A34 1994 Todo el poder al cliente : el nuevo imperativo de la calidad del servicio / | HF 5415 .5 M66 2002 The ten demandments : rules to live by in the demanding consumer / |
Incluye bibliografía y referencies e indice.
00: Introduction;Section - PART ONE: How can marketing analytics help you?;.--1: Overview of statistics.--2: Consumer behaviour and marketing strategy.--3: What is an insight?.--PART TWO: Dependent variable techniques--4: Modelling demand and elasticity.--5: Polynomial distributed lags.--6: Using Poisson regression.--7: Logistic regression and market basket analysis.--8: Survival modelling and lifetime value.--9: Panel regression and same store sales.--10: Introduction to forecasting;.--PART THREE: Interrelationship techniques: 11: Simultaneous equations.--12: Principal components and factor analysis.--13: Segmentation overview.--14: Tools of segmentation;--PART FOUR: Focus on media and loyalty;.--15: Modelling marcom value.--16: Media mix modelling.--17: Overview of loyalty.--18: Loyalty with SEM.--19: The customer loyalty journey;
PART FIVE: More important topics for everyday marketing;.--20: Statistical testing.--21: Introduction to Big Data.
"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"-- Provided by publisher.
eng
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