Marketing analytics : essential tools for data driven decisions / Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox.

By: Venkatesan, Rajkumar [autor.]Contributor(s): Farris, Paul W [coautor.] | Wilcox, Ronald T [coautor.]Material type: Text

TextOriginal language: English Series: Darden business publishingPublisher: United States: University of Virginia Press, 2021Edition: First editionDescription: x, 294 páginas : ilustraciones, gráficas ; 24 cmContent type: texto Media type: sin mediación Carrier type: volumenISBN: 9780813945156; 9780813945163Subject(s): Análisis de mercadeo -- Casos | Mercadeo -- Administración | Mercadeo -- Toma de decisiones | Estadística comercial | Comportamiento del consumidorDDC classification: 658.83

Contents:

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.

Abstract: 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. editor.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode	Item holds
Libros	Biblioteca CESA Diagonal 34 A No. 5 A - 23 Casa Incolda PBX: 339 53 00 serviciosbiblioteca@cesa.edu.co Piso 1	General	658.83 / V461 2021 (Browse shelf(Opens below))	Ej.1	Available (Sin restricciones)		7101023965

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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. editor.

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