Download or read book Marketing Analytics written by Mike Grigsby and published by Kogan Page Publishers. This book was released on 2018-04-03 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts 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, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

Download or read book Data Science for Marketing Analytics written by Mirza Rahim Baig and published by Packt Publishing Ltd. This book was released on 2021-09-07 with total page 637 pages. Available in PDF, EPUB and Kindle. Book excerpt: Turbocharge your marketing plans by making the leap from simple descriptive statistics in Excel to sophisticated predictive analytics with the Python programming language Key FeaturesUse data analytics and machine learning in a sales and marketing contextGain insights from data to make better business decisionsBuild your experience and confidence with realistic hands-on practiceBook Description Unleash the power of data to reach your marketing goals with this practical guide to data science for business. This book will help you get started on your journey to becoming a master of marketing analytics with Python. You'll work with relevant datasets and build your practical skills by tackling engaging exercises and activities that simulate real-world market analysis projects. You'll learn to think like a data scientist, build your problem-solving skills, and discover how to look at data in new ways to deliver business insights and make intelligent data-driven decisions. As well as learning how to clean, explore, and visualize data, you'll implement machine learning algorithms and build models to make predictions. As you work through the book, you'll use Python tools to analyze sales, visualize advertising data, predict revenue, address customer churn, and implement customer segmentation to understand behavior. By the end of this book, you'll have the knowledge, skills, and confidence to implement data science and machine learning techniques to better understand your marketing data and improve your decision-making. What you will learnLoad, clean, and explore sales and marketing data using pandasForm and test hypotheses using real data sets and analytics toolsVisualize patterns in customer behavior using MatplotlibUse advanced machine learning models like random forest and SVMUse various unsupervised learning algorithms for customer segmentationUse supervised learning techniques for sales predictionEvaluate and compare different models to get the best outcomesOptimize models with hyperparameter tuning and SMOTEWho this book is for This marketing book is for anyone who wants to learn how to use Python for cutting-edge marketing analytics. Whether you're a developer who wants to move into marketing, or a marketing analyst who wants to learn more sophisticated tools and techniques, this book will get you on the right path. Basic prior knowledge of Python and experience working with data will help you access this book more easily.

Download or read book Marketing Metrics written by Neil Bendle and published by FT Press. This book was released on 2020-08-23 with total page 710 pages. Available in PDF, EPUB and Kindle. Book excerpt: Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable.

Download or read book Marketing Analytics written by Mike Grigsby and published by Kogan Page Publishers. This book was released on 2015-06-03 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers of Marketing Analytics will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.

Download or read book A Complete Guide to the Futures Markets written by Jack D. Schwager and published by John Wiley & Sons. This book was released on 1984-06-29 with total page 774 pages. Available in PDF, EPUB and Kindle. Book excerpt: A new edition will be available in January 2017 Focusing on price-forecasting in the commodity futures market, this is the most comprehensive examination of fundamental and technical analysis available. Treats both approaches in depth, with forecasting examined in conjunction with practical trading considerations.

Download or read book The Manager s Guide to Competitive Marketing Strategies written by Norton Paley and published by Thorogood Publishing. This book was released on 2006 with total page 426 pages. Available in PDF, EPUB and Kindle. Book excerpt: HOW TO MAKE YOUR BUSINESS MORE PROFITABLE AND SUCCESSFUL THROUGH MARKETING.

Download or read book HBR Guide to Data Analytics Basics for Managers HBR Guide Series written by Harvard Business Review and published by Harvard Business Press. This book was released on 2018-03-13 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Don't let a fear of numbers hold you back. Today's business environment brings with it an onslaught of data. Now more than ever, managers must know how to tease insight from data--to understand where the numbers come from, make sense of them, and use them to inform tough decisions. How do you get started? Whether you're working with data experts or running your own tests, you'll find answers in the HBR Guide to Data Analytics Basics for Managers. This book describes three key steps in the data analysis process, so you can get the information you need, study the data, and communicate your findings to others. You'll learn how to: Identify the metrics you need to measure Run experiments and A/B tests Ask the right questions of your data experts Understand statistical terms and concepts Create effective charts and visualizations Avoid common mistakes

Download or read book Marketing Analytics A Practitioner s Guide To Marketing Analytics And Research Methods written by Ashok Charan and published by World Scientific Publishing Company. This book was released on 2015-05-20 with total page 720 pages. Available in PDF, EPUB and Kindle. Book excerpt: The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.

Download or read book A Beginner s Guide to Learning Analytics written by Srinivasa K G and published by Springer Nature. This book was released on 2021-04-19 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book A Beginner’s Guide to Learning Analytics is designed to meet modern educational trends’ needs. It is addressed to readers who have no prior knowledge of learning analytics and functions as an introductory text to learning analytics for those who want to do more with evaluation/assessment in their organizations. The book is useful to all who need to evaluate their learning and teaching strategies. It aims to bring greater efficiency and deeper engagement to individual students, learning communities, and educators. Covered here are the key concepts linked to learning analytics for researchers and practitioners interested in learning analytics. This book helps those who want to apply analytics to learning and development programs and helps educational institutions to identify learners who require support and provide a more personalized learning experience. Like chapters show diverse uses of learning analytics to enhance student and faculty performance. It presents a coherent framework for the effective translation of learning analytics research for educational practice to its practical application in different educational domains. This book provides educators and researchers with the tools and frameworks to effectively make sense of and use data and analytics in their everyday practice. This book will be a valuable addition to researchers’ bookshelves.

Download or read book Marketing Metrics written by Paul W. Farris and published by FT Press. This book was released on 2021-07-27 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains: Important new coverage of intangible assets A rigorous and practical discussion of quantifying the value of information More detail on measuring brand equity A complete separate chapter on web, SEM, mobile, and "digital" metrics Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics An up-to-date survey of free metrics available from Google and elsewhere Expanded coverage of methodologies for quantifying marketing ROI The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more. For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make. Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.

Download or read book A Complete Guide to Volume Price Analysis written by Anna Coulling and published by Createspace Independent Publishing Platform. This book was released on 2013-09-21 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here in the UK we have a product called Marmite. It is a deeply divisive food, which you either love or hate. Those who love it, cannot understand how anyone could live without it - and of course, the opposite is true for those who hate it!This same sentiment could be applied to volume as a trading indicator. In other words, you are likely to fall into one of two camps. You either believe it works, or you don't. It really is that simple. There is no halfway house here!I make no bones about the fact that I believe I was lucky in starting my own trading journey using volume. To me it just made sense, and the logic of what it revealed was inescapable. And for me, the most powerful reason is very simple. Volume is a rare commodity in trading - a leading indicator. The second, and only other leading indicator, is price. Everything else is lagged.As traders, investors or speculators, all we are trying to do is to forecast where the market is heading next. Is there any better way than to use the only two leading indicators we have at our disposal, namely volume and price? In isolation each tells us very little. After all, volume is just that, no more no less. A price is a price. However, combine these two forces together, and the result is a powerful analytical approach to forecasting market direction..However, as I say at the start of the book, there is nothing new in trading, and the analysis of volume has been around for over 100 years. After all, this is where the iconic traders started. People like Charles Dow, Jesse Livermore, Richard Wyckoff, and Richard Ney. All they had was the ticker tape, from which they read the price, and the number of shares traded. Volume price analysis, short and simple. The book has been written for traders who have never come across this methodology, and for those who have some knowledge, and perhaps wish to learn a little more. It is not revolutionary, or innovative, but just simple sound common sense, combined with logic.

Download or read book The AI Marketing Canvas written by Raj Venkatesan and published by Stanford University Press. This book was released on 2021-05-18 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands—including Google, Lyft, Ancestry.com, and Coca-Cola—that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders—for your team and culture.

Download or read book A to Z of Pharmaceutical Marketing Worlds Voulme 1 written by Subba Rao Chaganti and published by BSP Books . This book was released on 2024-05-08 with total page 1301 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unveiling the Alchemy of Pharma Marketing: Why You Need the A to Z of Pharmaceutical Marketing, the World’s First-and-Only Enclopedia? Pharma marketing thrives in a complex ecosystem, demanding constant navigation through scientific frontiers, regulatory labyrinths, and stakeholder whisperings. In this intricate dance, knowledge is your elixir, and the A to Z of Pharmaceutical Marketing is your alchemist’s handbook. Here’s why it is indispensable for every pharma marketer: 1. Master the Maze: From A to Z, Your Compass is Ready. No more drowning in information overload. This encyclopedia unlocks a treasure trove of 1,464 entries, from “A/B Testing to ZMOT,” each meticulously crafted to illuminate every facet of the pharmaceutical marketing world. 2. Sharpen Your Edge: Demystifying the Nuances of Today’s Pharma Landscape. The industry is in constant flux, and staying ahead of the curve is a constant battle. The A to Z arms you with the latest trends, regulations, and ethical considerations. It’s the power to predict, adapt, and lead the change. 3. Elevate Your Game: From Novice to Maestro, Craft Winning Strategies. Knowledge is power, but application is mastery. The A to Z goes beyond theory, offering practical tips and expert insights to fuel strategic thinking. The A to Z of Pharmaceutical Marketing is more than just a book; it’s a game changer. It’s the ultimate reference and the strategic advisor you need to excel in this dynamic industry. Invest in your knowledge and your future. Remember, in pharma marketing, knowledge is not just power; it’s the potion that turns potential into success.

Download or read book A Complete Guide to the Futures Market written by Jack D. Schwager and published by John Wiley & Sons. This book was released on 2017-01-03 with total page 723 pages. Available in PDF, EPUB and Kindle. Book excerpt: The essential futures market reference guide A Complete Guide to the Futures Market is the comprehensive resource for futures traders and analysts. Spanning everything from technical analysis, trading systems, and fundamental analysis to options, spreads, and practical trading principles, A Complete Guide is required reading for any trader or investor who wants to successfully navigate the futures market. Clear, concise, and to the point, this fully revised and updated second edition provides a solid foundation in futures market basics, details key analysis and forecasting techniques, explores advanced trading concepts, and illustrates the practical application of these ideas with hundreds of market examples. A Complete Guide to the Futures Market: Details different trading and analytical approaches, including chart analysis, technical indicators and trading systems, regression analysis, and fundamental market models. Separates misleading market myths from reality. Gives step-by-step instruction for developing and testing original trading ideas and systems. Illustrates a wide range of option strategies, and explains the trading implications of each. Details a wealth of practical trading guidelines and market insights from a recognized trading authority. Trading futures without a firm grasp of this market’s realities and nuances is a recipe for losing money. A Complete Guide to the Futures Market offers serious traders and investors the tools to keep themselves on the right side of the ledger.

Download or read book EMarketing written by Rob Stokes and published by . This book was released on 2010 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: Review: "This book is a fantastic guide to online marketing, and the Internet in general. As a marketing practitioner, I've been finding my way own way through the online world for some time now but have always wondered if what I was doing was 'correct' and it would take me ages to find out what I needed to know through researching online articles, blogs, etc. I found this book to be fairly concise and focused. The references to other online articles that it includes are vast and can they be very absorbing. The best part about this is that it is written by someone that clearly has vast experience in the field and, unlike with some online articles, you get the feeling that what is advised is really 'best practice'. I'd recommend this book for anyone interested in digital marketing." Adam Butchart, Digital Marketing student Blurb: We love the Internet. We love digital and the connected world that we live in. We have spent the last six months gleaning every bit of knowledge, skill and opinion from the creative minds at Quirk. The result is a textbook borne out of more than 12 years of practical experience in the world of digital. For the reader, this translates into applicable insight into marketing in an ever-changing space. This book brings you: 22 Chapters Updated content throughout All new case studies $480 of vouchers* Used by brands, creative agencies and students across the world, Quirk's eMarketing textbook sets the standard for all things digital. "Since we published the last edition of the book, it has become increasingly obvious that the various elements of digital marketing work hand in hand, not just benefiting each other through coordination, but actually relying on each other for success." - Rob Stokes (Founder and Group CEO, Quirk) In order to reflect this change, we have restructured the book to mirror our four key agency disciplines: Think, Create, Engage and Optimise. This simplified way of thinking about the digital space makes it easier for students and professionals to benefit from the insights shared.

Download or read book Marketing Analytics written by Rajkumar Venkatesan and published by University of Virginia Press. This book was released on 2021-01-13 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed 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.

Download or read book Marketing Analytics written by A. Mansurali and published by CRC Press. This book was released on 2023-02-02 with total page 367 pages. Available in PDF, EPUB and Kindle. Book excerpt: With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more. This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use.