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Marketing database analytics : transforming data for competitive advantage

Author: Andrew D Banasiewicz
Publisher: New York : Routledge, 2013.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
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Document Type: Book
All Authors / Contributors: Andrew D Banasiewicz
ISBN: 9780415657877 0415657873 9780415657884 0415657881 9780203076460 020307646X
OCLC Number: 808107462
Description: xix, 376 p. : ill. ; 26 cm.
Contents: 1. The Informational Advantage 2. The Marketing Database Analytics Process Part I: Need Identification 3. Organizational Objectives and Informational Needs 4. Skills and Tools Part II: Knowledge Creation 5. Analytic Planning 6. Data Basics 7. Analytic File Creation 8. Exploratory Data Analyses 9. Segmentation 10. Behavioral Predictions 11. Action-attributable Incrementality 12. Database Scoring 13. From Findings to Knowledge Part III: Dissemination 14. Organizational Knowledge Sharing 15. In Closing
Responsibility: Andrew D. Banasiewicz.
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