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Marketing Analytics

Author: Mike Grigsby
Publisher: Kogan Page Publishers
ISBN: 0749474181
Size: 44.89 MB
Format: PDF, ePub
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Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers of Marketing Analytics will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.

Creativity And Data Marketing

Author: Becky Wang
Publisher: Kogan Page Publishers
ISBN: 0749477253
Size: 43.46 MB
Format: PDF, ePub
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The world is moving towards universal connectivity at a dizzying rate; underpinning this complex system of incessant transaction, connection and digital experience is an infrastructure that generates a trail of data. This trail not only tells us about human behaviour, but provides vital insights into market dynamics, consumer behaviour, as well as the relationships we value and the culture we live in. Creativity and Data Marketing helps marketers access this data, find meaning in it and leverage it creatively to gain a competitive advantage. Creativity and Data Marketing addresses the need to analyse data creatively, and in particular how balancing tangible insights with creative market influence can maximise business innovation and results. The book clarifies where businesses can improve existing infrastructure, processes and activities, as well as finding new addressable markets ready to validate or rethink market demand. By identifying how and why a consumer interacts with touch points beyond paid media, for example forums, blog content, native advertising and word-of-mouth, Becky Wang presents a creativity and data blueprint on how businesses can make lucrative steps forward to innovate their products, services and communication strategies, laying the groundwork for long-term results. Online resources include bonus content covering analytics methods, evolving research, data platforms and more, and a creative brief template.

Advanced Customer Analytics

Author: Mike Grigsby
Publisher: Kogan Page Publishers
ISBN: 0749477164
Size: 12.84 MB
Format: PDF, Mobi
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Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer behaviour across multiple channels. The book advocates a category management approach, taking into account the need to understand the consumer mindset through elasticity modelling and discount strategies, as well as targeted marketing and loyalty design. A practical, no-nonsense approach to complex scenarios is taken throughout, breaking down tasks into easily digestible steps. The use of a fictional retail analyst 'Scott' helps to provide accessible examples of practice. Advanced Customer Analytics does not skirt around the complexities of this subject but offers conceptual support to steer retail marketers towards making the right choices for analysing their data.

A Z Of Digital Research Methods

Author: Catherine Dawson
Publisher: Routledge
ISBN: 1351044656
Size: 13.50 MB
Format: PDF, Kindle
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This accessible, alphabetical guide provides concise insights into a variety of digital research methods, incorporating introductory knowledge with practical application and further research implications. A-Z of Digital Research Methods provides a pathway through the often-confusing digital research landscape, while also addressing theoretical, ethical and legal issues that may accompany each methodology. Dawson outlines 60 chapters on a wide range of qualitative and quantitative digital research methods, including textual, numerical, geographical and audio-visual methods. This book includes reflection questions, useful resources and key texts to encourage readers to fully engage with the methods and build a competent understanding of the benefits, disadvantages and appropriate usages of each method. A-Z of Digital Research Methods is the perfect introduction for any student or researcher interested in digital research methods for social and computer sciences.

Politics And Film

Author: Daniel P. Franklin
Publisher: Rowman & Littlefield
ISBN: 1442262338
Size: 12.75 MB
Format: PDF, Mobi
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Politics and Film examines popular movies and television shows as indicators of social and political trends to explore the political culture of the United States. Updated to include the popular and controversial movies and shows American Sniper, House of Cards, Orange Is the New Black, and Twelve Years a Slave, the second edition investigates popular conceptions of government, the military, intelligence and terrorism, punishment and policing, and recognizes mistakes or dark times in our shared history.

Artificial Intelligence For Marketing

Author: Jim Sterne
Publisher: John Wiley & Sons
ISBN: 1119406331
Size: 14.30 MB
Format: PDF, ePub, Mobi
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A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually developing new algorithms—where does that leave you? How can marketers use the latest data science developments to their advantage? This book walks you through the "need-to-know" aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way. Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you: Speak intelligently about Artificial Intelligence and its advantages in marketing Understand how marketers without a Data Science degree can make use of machine learning technology Collaborate with data scientists as a subject matter expert to help develop focused-use applications Help your company gain a competitive advantage by leveraging leading-edge technology in marketing Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve.

Data Analytics

Author: Arthur Zhang
Publisher:
ISBN: 9781544603971
Size: 53.35 MB
Format: PDF, ePub, Docs
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The Ultimate Guide to Data Science and Analytics This practical guide is accessible for the reader who is relatively new to the field of data analytics, while still remaining robust and detailed enough to function as a helpful guide to those already experienced in the field. Data science is expanding in breadth and growing rapidly in importance as technology rapidly integrates ever deeper into business and our daily lives. The need for a succinct and informal guide to this important field has never been greater. RIGHT NOW you can get ahead of the pack! This coherent guide covers everything you need to know on the subject of data science, with numerous concrete examples, and invites the reader to dive further into this exciting field. Students from a variety of academic backgrounds, including computer science, business, engineering, statistics, anyone interested in discovering new ideas and insights derived from data can use this as a textbook. At the same time, professionals such as managers, executives, professors, analysts, doctors, developers, computer scientists, accountants, and others can use this book to make a quantum leap in their knowledge of big data in a matter of only a few hours. Learn how to understand this field and uncover actionable insights from data through analytics. UNDERSTAND the following key insights when you grab your copy today: WHY DATA IS IMPORTANT TO YOUR BUSINESS DATA SOURCES HOW DATA CAN IMPROVE YOUR BUSINESS HOW BIG DATA CREATES VALUE DEVELOPMENT OF BIG DATA CONSIDERING THE PROS AND CONS OF BIG DATA BIG DATA FOR SMALL BUSINESSES THE COST EFFECTIVENESS OF DATA ANALYTICS WHAT TO CONSIDER WHEN PREPARING FOR A NEW BIG DATA SOLUTION DATA GATHERING DATA SCRUBBING DESCRIPTIVE ANALYTICS INFERENTIAL STATISTICS PREDICTIVE ANALYTICS PREDICTIVE MODELS DESCRIPTIVE MODELING DECISION MODELING PREDICTIVE ANALYSIS METHODS MACHINE LEARNING TECHNIQUES DATA ANALYSIS WITH "R" ANALYTICAL CUSTOMER RELATIONSHIP MANAGEMENT (CRM) THE USE OF PREDICTIVE ANALYTICS IN HEALTHCARE THE USE OF PREDICTIVE ANALYTICS IN THE FINANCIAL SECTOR PREDICTIVE ANALYTICS & BUSINESS MARKETING STRATEGIES FRAUD DETECTION SHIPPING BUSINESS CONTROLLING RISK FACTORS THE REVOLUTION OF PREDICTIVE ANALYSIS ACROSS A VARIETY OF INDUSTRIES DESCRIPTIVE AND PREDICTIVE ANALYSIS CRUCIAL FACTORS FOR DATA ANALYSIS RESOURCES AND FLEXIBLE TECHNICAL STRUCTURE BUSINESS INTELLIGENCE HYPER TARGETING WHAT IS DATA SCIENCE? DATA MUNGING DEMYSTIFYING DATA SCIENCE SECURITY RISKS TODAY BIG DATA AND IMPACTS ON EVERYDAY LIFE FINANCE AND BIG DATA APPLYING SENTIMENT ANALYSIS RISK EVALUATION AND THE DATA SCIENTIST THE FINANCE INDUSTRY AND REAL-TIME ANALYTICS HOW BIG DATA IS BENEFICIAL TO THE CUSTOMER CUSTOMER SEGMENTATION IS GOOD FOR BUSINESS USE OF BIG DATA BENEFITS IN MARKETING GOOGLE TRENDS THE PROFILE OF A PERFECT CUSTOMER LEAD SCORING IN PREDICTIVE ANALYSIS EVALUATING THE WORTH OF LIFETIME VALUE BIG DATA ADVANTAGES AND DISADVANTAGES MAKING COMPARISONS WITH COMPETITORS DATA SCIENCE IN THE TRAVEL SECTOR SAFETY ENHANCEMENTS THANKS TO BIG DATA BIG DATA AND AGRICULTURE BIG DATA AND LAW ENFORCEMENT THE USE OF BIG DATA IN THE PUBLIC SECTOR BIG DATA AND GAMING PRESCRIPTIVE ANALYTICS GOOGLE'S "SELF-DRIVING CAR" AND MUCH MORE! WANT MORE? Scroll up and grab this helpful guide toady!

Handbook Of Marketing Decision Models

Author: Berend Wierenga
Publisher: Springer
ISBN: 3319569414
Size: 53.40 MB
Format: PDF, Docs
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The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.

The Analytical Marketer

Author: Adele Sweetwood
Publisher: Harvard Business Review Press
ISBN: 1625278462
Size: 79.72 MB
Format: PDF, Mobi
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How to lead the change Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it. Written by the head of global marketing for SAS, The Analytical Marketer is based on the author’s firsthand experience of transforming a marketing organization from “art” to “art and science.” Challenged and inspired by their company’s own analytics products, the SAS marketing team was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author’s candid lessons learned as she led the marketing organization’s transformation. With additional examples from other leading companies, this book is a practical guide and set of best practices for creating a new marketing culture that thrives on and adds value through data and analytics.

Predictive Marketing

Author: Omer Artun
Publisher: John Wiley & Sons
ISBN: 1119037360
Size: 21.81 MB
Format: PDF
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Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness. In reality most marketers still practice one-size-fits-all marketing. Predictive analytics can finally make personalized marketing a reality – by making it easy and automated. Predictive marketing is for the first time accessible to all marketers, not just to those at large corporations. In fact, many smaller organizations are leap-frogging their larger counterparts with innovative programs. This book will offer marketers in organizations large and small a great primer of “predictive analytics for marketers” as well as practical tips and strategies to get started immediately. The book will feature many success stories from across the customer lifecycle: how to use machine-learning technologies to improve customer acquisition, customer growth and how to identify and re-engage customers at risk or lapsed customers.