Cutting-edge marketing analytics : real world cases and data sets for hands on learning (Book, 2015) []
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Cutting-edge marketing analytics : real world cases and data sets for hands on learning

Author: Rajkumar Venkatesan; Paul Farris; Ronald T Wilcox
Publisher: Upper Saddle River, NJ : Pearson Education, 2015.
Series: Marketing
Edition/Format:   Print book : EnglishView all editions and formats

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Genre/Form: Fallstudiensammlung
Case studies
Document Type: Book
All Authors / Contributors: Rajkumar Venkatesan; Paul Farris; Ronald T Wilcox
ISBN: 9780133552522 0133552527
OCLC Number: 900653961
Description: XIX, 300 Seiten : Illustrationen, Diagramme.
Contents: Foreword xiv Introduction 1 Section I: Resource Allocation 5 Chapter 1: A Resource-Allocation Perspective for Marketing Analytics 6 Chapter 2: Dunia Finance LLC 18 Section II: Product Analytics 33 Chapter 3: Cluster Analysis for Segmentation 34 Chapter 4: Segmentation at Sticks Kebob Shop 43 Chapter 5: A Practical Guide to Conjoint Analysis 55 Chapter 6: Portland Trail Blazers 65 Section III: Marketing-Mix Analytics 77 Chapter 7: Multiple Regression in Marketing-Mix Models 78 Chapter 8: Design of Price and Advertising Elasticity Models 90 Chapter 9: SVEDKA Vodka 103 Section IV: Customer Analytics 133 Chapter 10: Customer Lifetime Value 134 Chapter 11: Netflix: The Customer Strikes Back 144 Chapter 12: Retail Relay 153 Chapter 13: Logistic Regression 169 Chapter 14: Retail Relay Revisited 181 Section V: Digital Analytics 183 Chapter 15: Designing Marketing Experiments 184 Chapter 16: Transformation of Marketing at the Ohio Art Company 193 Chapter 17: Paid Search Advertising 211 Chapter 18: Motorcowboy: Getting a Foot in the Door 227 Chapter 19: VinConnect, Inc.: Digital Marketing Strategy 239 Chapter 20: Cardagin: Local Mobile Rewards 261 Section VI: Resource Allocation Revisited 278 Chapter 21: Dunia Finance LLC Revisited 279 Chapter 22: Implementing Marketing Analytics 282 Index 290
Series Title: Marketing
Responsibility: Rajkumar Venkatesan ; Paul Farris ; Ronald T. Wilcox.


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" Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation. Based on my experience advising firms, I believe that the material presented in the Read more...

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