TY  - BOOK
AU  - Venkatesan,Rajkumar
AU  - Farris,Paul W.
ED  - Wilcox, Ronald T.
TI  - Marketing analytics: essential tools for data driven decisions 
T2  - Darden business publishing
SN  - 9780813945156
U1  - 658.83 
PY  - 2021///
CY  - United States: 
PB  - University of Virginia Press, 
KW  - Análisis de mercadeo
KW  - Casos
KW  - Mercadeo
KW  - Administración
KW  - Toma de decisiones
KW  - Estadística comercial
KW  - Comportamiento del consumidor
N1  - Incluye ilustraciones y gráficas; Incluye índice (273-294); Incluye referencias bibliográficas; 1. Resource allocation ; 2. Cluster analysis ; 3. Conjoint analysis ; 4. Linear regression ; 5. Customer lifetime value ; 6. Marketing experiments ; 7. Paid search advertising ; 8. Text analytics ; 9. Logistic regression ; 10. Recommendation systems ; 11. Automation of marketing models ; 12. Implementing marketing analytics
N2  - The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed 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., reviewing a previous edition or volume
ER  -