Robert W. Palmatier, J. Andrew Petersen, Frank Germann

Marketing Analytics (eBook, ePUB)

Based on First Principles

• Format: ePub

Produktbeschreibung

All customers differ. All customers change. All competitors react. All resources are limited.

Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies.

When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement?

As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue.

Marketing Analytics will help you to:
· Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework.
· Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions.
· Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics.
· Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software.

Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.

Produktdetails

• Verlag: Bloomsbury UK eBooks
• Seitenzahl: 432
• Erscheinungstermin: 24. März 2022
• Englisch
• ISBN-13: 9781352013207
• Artikelnr.: 63634389

Autorenporträt

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.

Inhaltsangabe

Chapter 1
Introduction to Marketing Analytics Based on First Principles PART ONE
ALL CUSTOMERS DIFFER Chapter 2
Understanding Marketing Principles #1: All Customers Differ Chapter 3
Cluster Analysis for Segmentation Chapter 4
Discriminant Analysis for Targeting and Classification Chapter 5
Perceptual and Preference Mapping for Competitive Positioning PART TWO
ALL CUSTOMERS CHANGE Chapter 6
Understanding Marketing Principle #2: All Customers Change Chapter 7
RFM Analysis Chapter 8
Logistic Regression Chapter 9
Customer Lifetime Value PART THREE
ALL COMPETITORS REACT Chapter 10
Understanding Marketing Principle #3: All Competitors React Chapter 11
Survey Design and Testing to Derive Customer Insights Chapter 12
Conjoint Analysis for Product and Pricing Decisions Chapter 13
Forecasting Sales for New Products PART FOUR
ALL RESOURCES ARE LIMITED Chapter 14
Understanding Marketing Principle #4: All Resources are Limited Chapter 15
Using Marketing Mix Models to Optimize the Marketing Mix Chapter 16
Using Marketing Experiments to Optimize the Marketing Mix Chapter 17
Using Topic Models to Glean Customer Insights