Download or read book The New Marketing Analytics written by David E Dirks and published by Createspace Independent Publishing Platform. This book was released on 2016-10-14 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: THE NEW MARKETING ANALYTICS A clear, common sense guide for implementing an effective data analytics strategy. In today's world, no matter the industry, businesses and organizations are competing in an information-based marketplace. To effectively compete, marketing leaders are tasked with timely analysis of mountains of customer and market information to make faster and better marketing decisions. It's not just the task of collecting information. It's the development of new insights and the ability to implement this new found knowledge to drive more profitable marketing - that's what counts. Marketers get paid to produce results. From chief marketing officers to independent small business owners, success is defined as growing a business, increasing profitability, having a better understanding of customers or being a market leader. This book will demonstrate how the degree of success is in direct proportion to the ability to successfully analyze both traditional and big data. The information and wisdom derived from data is the ultimate competitive advantage. Welcome to the New Marketing Analytics.

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 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 Data Science for Marketing Analytics written by Tommy Blanchard and published by Packt Publishing Ltd. This book was released on 2019-03-30 with total page 420 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise results Key FeaturesStudy new techniques for marketing analyticsExplore uses of machine learning to power your marketing analysesWork through each stage of data analytics with the help of multiple examples and exercisesBook Description Data Science for Marketing Analytics covers every stage of data analytics, from working with a raw dataset to segmenting a population and modeling different parts of the population based on the segments. The book starts by teaching you how to use Python libraries, such as pandas and Matplotlib, to read data from Python, manipulate it, and create plots, using both categorical and continuous variables. Then, you'll learn how to segment a population into groups and use different clustering techniques to evaluate customer segmentation. As you make your way through the chapters, you'll explore ways to evaluate and select the best segmentation approach, and go on to create a linear regression model on customer value data to predict lifetime value. In the concluding chapters, you'll gain an understanding of regression techniques and tools for evaluating regression models, and explore ways to predict customer choice using classification algorithms. Finally, you'll apply these techniques to create a churn model for modeling customer product choices. By the end of this book, you will be able to build your own marketing reporting and interactive dashboard solutions. What you will learnAnalyze and visualize data in Python using pandas and MatplotlibStudy clustering techniques, such as hierarchical and k-means clusteringCreate customer segments based on manipulated data Predict customer lifetime value using linear regressionUse classification algorithms to understand customer choiceOptimize classification algorithms to extract maximal informationWho this book is for Data Science for Marketing Analytics is designed for developers and marketing analysts looking to use new, more sophisticated tools in their marketing analytics efforts. It'll help if you have prior experience of coding in Python and knowledge of high school level mathematics. Some experience with databases, Excel, statistics, or Tableau is useful but not necessary.

Download or read book Cutting edge Marketing Analytics written by Rajkumar Venkatesan and published by Pearson Education. This book was released on 2015 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Download or read book Handbook of Marketing Analytics written by Natalie Mizik and published by Edward Elgar Publishing. This book was released on 2018 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.

Download or read book Marketing Analytics written by Wayne L. Winston and published by John Wiley & Sons. This book was released on 2014-01-08 with total page 727 pages. Available in PDF, EPUB and Kindle. Book excerpt: Helping tech-savvy marketers and data analysts solve real-world business problems with Excel Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results. Practical exercises in each chapter help you apply and reinforce techniques as you learn. Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical tools Reveals how to target and retain profitable customers and avoid high-risk customers Helps you forecast sales and improve response rates for marketing campaigns Explores how to optimize price points for products and services, optimize store layouts, and improve online advertising Covers social media, viral marketing, and how to exploit both effectively Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.

Download or read book Principles of Marketing Engineering 2nd Edition written by Gary L. Lilien and published by DecisionPro. This book was released on 2013 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.

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 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 Marketing Analytics written by Robert W. Palmatier and published by Bloomsbury Publishing. This book was released on 2022-03-24 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.

Download or read book Marketing and Sales Analytics written by Cesar A. Brea and published by Pearson Education. This book was released on 2014 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, an effective marketing analytics executive is even more important than a brilliant data scientist. That's because successful analytics investments now require managerial orchestration of many elements that go far beyond conventional definitions of analytics. Marketing and Sales Analytics examines the experiences of sales and marketing leaders and practitioners who have successfully built high value analytics capabilities in multiple industries. Then, drawing on their experiences, top analytics consultant Cesar Brea introduces overarching frameworks and specific tools that can help you achieve the same levels of success in your own organization. Brea shows how to: Establish the "ecosystemic" conditions for analytic success Reconcile the diverse perspectives that impact analytics initiatives ("Business v. IT," "Sales v. Marketing," "Analysts v. Creatives v. Managers," and "Everyone v. Finance") Decide what success will "look like" Agree on the questions to ask Organize both internal and external data Establish operational flexibility, and balance flexibility with efficiency Recruit the right people and organize them optimally Intelligently decide what to do yourself, and what to hire vendors for Balance research, analytics, and testing Implement proven research, analytics, and testing strategies Deliver results through storytelling (and recognize its limitations) Control the biases that creep into analytics research Maintain momentum, implement governance, and "keep score"

Download or read book Marketing Analytics Roadmap written by Jerry Rackley and published by Apress. This book was released on 2015-05-30 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods, Metrics, and Tools demonstrates that employing analytics isn't just a way to keep the CEO off your back. It improves marketing results and ensures marketers a seat at the table where big decisions get made. In this book, analytics expert Jerry Rackley shows you how to understand and implement a sound marketing analytics process that helps eliminate the guesswork about the results produced by your marketing efforts. The result? You will acquire—and keep—more customers. Even better, you'll find that an analytics process helps the entire organization make better decisions, and not just marketers. Marketing Analytics Roadmap explains: How to use analytics to create marketing and sales metrics that guide your actions and provide valuable feedback on your efforts How to structure and use dashboards to report marketing results How to put industry-leading analytics software and other tools to good use How Big Data is shaping the marketing analytics landscape Sales and marketing teams that master marketing analytics will find them a powerful servant that enables agility, raises effectiveness, and creates confidence. Marketing Analytics Roadmap shows you how to build a well-planned and executed marketing analytics strategy that will enhance the credibility of your marketing team and help you not only get a seat at the big-decisions table, but keep it once there.

Download or read book Digital Marketing Analytics written by Kevin Hartman and published by . This book was released on 2020-09-15 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Kevin Hartman, Director of Analytics at Google, comes an essential guide for anyone seeking to collect, analyze, and visualize data in today's digital world (printed in black & white to keep print costs down). Even if you know nothing about digital marketing analytics, digital marketing analytics knows plenty about you. It's a fundamental, inescapable, and permanent cornerstone of modern business that affects the lives of analytics professionals and consumers in equal measure. This five-part book is an attempt to provide the context, perspective, and information needed to make analytics accessible to people who understand its reach and relevance and want to learn more. PART 1: The Day the Geeks Took Over The ubiquity of data analytics today isn't just a product of the past half-century's transformative and revolutionary changes in commerce and technology. Humanity has been developing, analyzing, and using data for millennia. Understanding where digital marketing analytics is now and where it will be in five, 10, or 50 years requires a holistic and historical view of our relationship and interaction with data. Part 1 looks at modern analysts and analytics in the context of its distinct historical epochs, each one containing major inflection points and laying a foundation for future advancements in the ART + SCIENCE that is modern data analytics. PART 2: Consumer/Brand Relationships The methods that brands use to build relationships with consumers - online video, search, display ads, and social media - give analysts a wealth of data about behaviors on these platforms. Knowing how to assess successful consumer/brand relationships and understanding a consumer's purchase journey requires a useable framework for parsing this data. In Part 2, we explore each digital channel in-depth, including a discussion of key metrics and measurements, how consumers interact with brands on each platform, and ways of organizing consumer data that enable actionable insights. PART 3: The Science of Analytics Part 3 focuses on understanding digital data creation, how brands use that data to measure digital marketing effectiveness, and the tools and skill sets analysts need to work effectively with data. While the contents are lightly technical, this section veers into the colloquial as we dive into multitouch attribution models, media mix models, incrementality studies, and other ways analysts conduct marketing measurement today. Part 3 also provides a useful framework for evaluating data analysis and visualization tools and explains the critical importance of digital marketing maturity to analysts and the companies for which they work. PART 4: The Art of Analytics Every analyst dreams of coming up with the "Big Idea" - the game-changing and previously unseen insight or approach that gives their organization a competitive advantage and their career a huge boost. But dreaming won't get you there. It requires a thoughtful and disciplined approach to analysis projects. In this part of the book, I detail the four elements of the Marketing Analytics Process (MAP): plan, collect, analyze, report. Part 4 also explains the role of the analyst, the six mutually exclusive and collectively exhaustive ("MECE") marketing objectives, how to find context and patterns in collected data, and how to avoid the pitfalls of bias. PART 5: Storytelling with Data In Part 5, we dive headlong into the most important aspect of digital marketing analytics: transforming the data the analyst compiled into a comprehensive, coherent, and meaningful report. I outline the key characteristics of good visuals and the minutiae of chart design and provide a five-step process for analysts to follow when they're on their feet and presenting to an audience.

Download or read book Engaging Customers Using Big Data written by Arvind Sathi and published by Springer. This book was released on 2017-03-15 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.

Download or read book Essentials of Marketing Analytics written by Joseph F. Hair (Jr.) and published by . This book was released on 2024 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Preface We developed this new book with enthusiasm and great optimism. Marketing analytics is an exciting field to study, and there are numerous emerging opportunities for students at the undergraduate level, and particularly at the masterís level. We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media, artificial intelligence, and many other recent developments. We believe this book will become the premier source for new and essential knowledge in data analytics, particularly for situations related to decision making that can benefit from marketing analytics, which is likely 80 percent of all challenges faced by organizations. Many of you have been asking us to write this book, and we are confident you will be pleased it is now available. This second edition of Essentials of Marketing Analytics was written to meet the needs of you, our customers. The text is concise, highly readable, and value-priced, yet it delivers the basic knowledge needed for an introductory text on marketing analytics. We provide you and your students with an exciting, up-to-date text and an extensive sup-plement package. In the following sections, we summarize what you will find when you examineóand we hope, adoptóthe second edition of Essentials of Marketing Analytics"--

Download or read book Marketing Analytics written by Stephan Sorger and published by Createspace Independent Publishing Platform. This book was released on 2013-01-31 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.