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Marketing Analytics A Practical Guide to Improving Consumer Insights Using Data Techniques

Grigsby Mike
Heftet / 2022 / Engelsk

Produktdetaljer

ISBN
9781398608191
Publisert
2022-12-03
Utgave
3. utgave
Utgiver
Kogan Page Ltd
Vekt
200 gr
Høyde
217 mm
Bredde
136 mm
Dybde
18 mm
Aldersnivå
01, P, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
336

Forfatter
Grigsby Mike

Biografisk notat

Mike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.

Marketing Analytics A Practical Guide to Improving Consumer Insights Using Data Techniques

Grigsby Mike
Heftet / 2022 / Engelsk
Grigsby Mike
Heftet / 2022 / Engelsk
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"In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science."

Kristina Domazetoska, Project Manager and Implementation Consultant at Insala – Talent Development and Mentoring Solutions

"Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field."

Jeff Weiner, Senior Director, Analytics, One10

Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more. Marketing Analytics enables you 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, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use. This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage.
Les mer
Confidently apply marketing analytics techniques to improve consumer insights and marketing performance, so you can compete more effectively in the marketplace.
  • Section - 00: Introduction;
  • Section - PART ONE: How can marketing analytics help you?;
    • Chapter - 01: Overview of statistics;
    • Chapter - 02: Consumer behaviour and marketing strategy;
    • Chapter - 03: What is an insight?;
  • Section - PART TWO: Dependent variable techniques;
    • Chapter - 04: Modelling demand and elasticity;
    • Chapter - 05: Polynomial distributed lags;
    • Chapter - 06: Using Poisson regression;
    • Chapter - 07: Logistic regression and market basket analysis;
    • Chapter - 08: Survival modelling and lifetime value;
    • Chapter - 09: Panel regression and same store sales;
    • Chapter - 10: Introduction to forecasting;
  • Section - PART THREE: Interrelationship techniques;
    • Chapter - 11: Simultaneous equations;
    • Chapter - 12: Principal components and factor analysis;
    • Chapter - 13: Segmentation overview;
    • Chapter - 14: Tools of segmentation;
  • Section - PART FOUR: Focus on media and loyalty;
    • Chapter - 15: Modelling marcom value;
    • Chapter - 16: Media mix modelling;
    • Chapter - 17: Overview of loyalty;
    • Chapter - 18: Loyalty with SEM;
    • Chapter - 19: The customer loyalty journey;
  • Section - PART FIVE: More important topics for everyday marketing;
    • Chapter - 20: Statistical testing;
    • Chapter - 21: Introduction to Big Data;
    • Chapter - 22: Conclusion - The finale;
    • Chapter - 23: References;
    • Chapter - 24: Further reading;
Les mer
Provides an accessible and step-by-step guide to providing actionable marketing insights through using analytical tools and techniques

Relaterte produkter

"In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science."

Kristina Domazetoska, Project Manager and Implementation Consultant at Insala – Talent Development and Mentoring Solutions

"Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field."

Jeff Weiner, Senior Director, Analytics, One10

Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more. Marketing Analytics enables you 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, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use. This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage.
Les mer
Confidently apply marketing analytics techniques to improve consumer insights and marketing performance, so you can compete more effectively in the marketplace.
  • Section - 00: Introduction;
  • Section - PART ONE: How can marketing analytics help you?;
    • Chapter - 01: Overview of statistics;
    • Chapter - 02: Consumer behaviour and marketing strategy;
    • Chapter - 03: What is an insight?;
  • Section - PART TWO: Dependent variable techniques;
    • Chapter - 04: Modelling demand and elasticity;
    • Chapter - 05: Polynomial distributed lags;
    • Chapter - 06: Using Poisson regression;
    • Chapter - 07: Logistic regression and market basket analysis;
    • Chapter - 08: Survival modelling and lifetime value;
    • Chapter - 09: Panel regression and same store sales;
    • Chapter - 10: Introduction to forecasting;
  • Section - PART THREE: Interrelationship techniques;
    • Chapter - 11: Simultaneous equations;
    • Chapter - 12: Principal components and factor analysis;
    • Chapter - 13: Segmentation overview;
    • Chapter - 14: Tools of segmentation;
  • Section - PART FOUR: Focus on media and loyalty;
    • Chapter - 15: Modelling marcom value;
    • Chapter - 16: Media mix modelling;
    • Chapter - 17: Overview of loyalty;
    • Chapter - 18: Loyalty with SEM;
    • Chapter - 19: The customer loyalty journey;
  • Section - PART FIVE: More important topics for everyday marketing;
    • Chapter - 20: Statistical testing;
    • Chapter - 21: Introduction to Big Data;
    • Chapter - 22: Conclusion - The finale;
    • Chapter - 23: References;
    • Chapter - 24: Further reading;
Les mer
Provides an accessible and step-by-step guide to providing actionable marketing insights through using analytical tools and techniques

Produktdetaljer

ISBN
9781398608191
Publisert
2022-12-03
Utgave
3. utgave
Utgiver
Kogan Page Ltd
Vekt
200 gr
Høyde
217 mm
Bredde
136 mm
Dybde
18 mm
Aldersnivå
01, P, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
336

Forfatter
Grigsby Mike

Biografisk notat

Mike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.

Relaterte produkter