Screen LibraryMarketing analytics : essential tools for data-driven decisions /
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer...
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| Main Authors: | |
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| Group Author: | ; |
| Published: |
Darden Business Publishing, University of Virginia Press,
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| Publisher Address: | Charlottesville, Virginia : |
| Publication Dates: | 2021. |
| Literature type: | Book |
| Language: | English |
| Series: |
Darden business publishing
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| Subjects: | |
| Summary: |
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"-- |
| Carrier Form: | x, 294 pages : illustrations ; 24 cm. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9780813945156 0813945151 |
| Index Number: | HF5415 |
| CLC: | F713.56 |
| Call Number: | F713.56/V461 |
| Contents: | Resource Allocation -- Cluster Analysis -- Conjoint Analysis -- Linear Regression -- Customer Lifetime Value -- Marketing Experiments -- Paid Search Advertising -- Text Analytics -- Logistic Regression -- Recommendation Systems -- Automation of Marketing Models -- Implementing Marketing Analytics. |