Marketing Analytics Essential Tools for Data-Driven Decisions
Innbundet /
2021
/ Engelsk
Product details
ISBN
9780813945156
Published
2021-01-30
Publisher
University of Virginia Press
Weight
743 gr
Height
235 mm
Width
184 mm
Thickness
24 mm
Age
P, 06
Language
Product language
Engelsk
Format
Product format
Innbundet
Number of pages
336
Biographical note
Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.
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, allowing readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and question the link between marketing plans and customer behavior. Dealing with actual scenarios sheds 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.
Read more
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.
Read more
Product details
ISBN
9780813945156
Published
2021-01-30
Publisher
University of Virginia Press
Weight
743 gr
Height
235 mm
Width
184 mm
Thickness
24 mm
Age
P, 06
Language
Product language
Engelsk
Format
Product format
Innbundet
Number of pages
336