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Data mining and market intelligence for optimal marketing returns

Author: Susan Chiu; Domingo Tavella
Publisher: Amsterdam ; Boston : Butterworth-Heinemann/Elsevier, ©2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Chiu, Susan.
Data mining and market intelligence for optimal marketing returns.
Amsterdam ; Boston : Butterworth-Heinemann/Elsevier, ©2008
(OCoLC)213382598
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Susan Chiu; Domingo Tavella
ISBN: 9780750682343 0750682345 9780080878096 0080878091
OCLC Number: 474952044
Description: 1 online resource (xii, 280 pages) : illustrations
Contents: Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today's Marketing World --
Chapter 2: Marketing Spending Models and Optimization --
Chapter 3: Metric Overview --
Chapter 4: Multi-channel Campaign Performance Reporting and Optimization --
Chapter 5: Understanding the Market through Marketing Research --
Chapter 6: Data and Statistics Overview --
Chapter 7: Introduction to Data Mining --
Chapter 8: Audience Segmentation --
Chapter 9: Data Mining for Customer Acquisition, Retention and Growth: --
Case Study #1 Direct Mail Targeting for New Customer Acquisition --
Case Study #2 Attrition Modeling for Customer Retention --
Case Study #3 Customer Growth Model --
Chapter 10: Data Mining for Cross-Selling and Bundled Marketing: --
Case Study #1 E-Commerce Cross-Sell --
Case Study #2 Online Advertising Promotions --
Chapter 11: Web Analytics --
Chapter 12: Search Marketing Analytics.
Responsibility: Susan Chiu, Domingo Tavella.

Abstract:

Offers a dual treatment of market research and data mining. This book uses a how-to approach for professionals with illustrative case studies in addition to theory. It includes practical tips on how  Read more...

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"This book is a must read. It shows you how you can transform data into winning marketing strategies. The trend towards marketing science is certain and this book provides a systematic framework for Read more...

 
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