Cutting-Edge Marketing Analytics: Real World Cases and Data Sets for Hands on Learning
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Cutting-Edge Marketing Analytics: Real World Cases and Data Sets for Hands on Learning

Cutting-Edge Marketing Analytics: Real World Cases and Data Sets for Hands on Learning


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About the Book

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics.

For each marketing problem, the authors help you:

  • Identify the right data and analytics techniques
  • Conduct the analysis and obtain insights from it
  • Outline what-if scenarios and define optimal solutions
  • Connect your insights to strategic decision-making
Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of:

  • The real value of marketing analytics
  • How to integrate quantitative analysis with managerial sensibility
  • How to apply linear regression, logistic regression, cluster analysis, and Anova models
  • The crucial role of careful experimental design
For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics


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Product Details
  • ISBN-13: 9780133552522
  • Publisher: Pearson FT Press
  • Publisher Imprint: Pearson FT Press
  • Depth: 25
  • Language: English
  • Returnable: N
  • Spine Width: 23 mm
  • Weight: 702 gr
  • ISBN-10: 0133552527
  • Publisher Date: 10 Jul 2014
  • Binding: Hardback
  • Height: 248 mm
  • No of Pages: 300
  • Series Title: Paperback
  • Sub Title: Real World Cases and Data Sets for Hands on Learning
  • Width: 191 mm


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