Marketing Analytics

Marketing Analytics

Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

Author: Mike Grigsby

Publisher: Kogan Page Publishers

ISBN: 9780749482176

Category: Business & Economics

Page: 240

View: 515

Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.
Categories: Business & Economics

B2B Customer Experience

B2B Customer Experience

And finally, the maintenance of the customer database should bear in mind the General Data Protection Regulation (GDPR) ... M (2018) Marketing Analytics: A practical guide to improving consumer insights using data techniques, 2nd edn, ...

Author: Paul Hague

Publisher: Kogan Page Publishers

ISBN: 9780749481865

Category: Business & Economics

Page: 248

View: 350

B2B Customer Experience shows readers how to deliver the very best customer experience (often referred to as CX), within the business-to-business realm. Marketers have long known that emotions are important in driving our experiences, and the subject is now high on the agenda of B2B companies who want to deliver a 'wow' to their customers. Achieving this 'wow' factor helps organizations distinguish themselves from their competition, while simultaneously winning new business and retaining existing clients. B2B Customer Experience is the essential handbook that guides the reader through the process of creating an exceptional customer experience. Intensely practical in its approach, B2B Customer Experience is divided into five parts to walk readers through the journey of planning, mapping, structuring, implementing and controlling an effective customer experience, all bespoke for the B2B environment. Clearly argued and supported by real-world examples, this text will help readers understand critical features including the difference between customer experience, loyalty and inertia; how to use journey maps to establish strengths and weaknesses in an organization, and how to ensure that sales teams are engaged in the customer experience programme. Discussing some of the best known examples of consumer-focused customer experiences from companies such as Zappos, Nordstrom and John Lewis, B2B Customer Experience is the must-have text for any marketing professional working within a B2B environment.
Categories: Business & Economics

Digital Business Models

Digital Business Models

Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques, London: Kogan Page. Hausner J. (2019). Społeczna czasoprzestrzeń gospodarowania, w kierunku ekonomii wartości, Warszawa: Wydawnictwo ...

Author: Adam Jabłoński

Publisher: Routledge

ISBN: 9781000193657

Category: Business & Economics

Page: 214

View: 257

By presenting the conditions, methods and techniques of monetisation of business models in the digital economy, this book combines implementation of the theoretical aspects of monetisation with the presentation of practical business solutions in this field. The scope of the book includes the relationship between the monetisation and scalability degree of business models. The book describes the place and role of the digital business ecosystem in the process of digital transformation. It demonstrates ideological and functional conditions for the use of the concept of sharing to design innovative business models while also presenting a multi-dimensional approach to the use of Big Data and their monetisation in the context of business models. Digital Business Models shows the place and role of ecological and social factors in building digital business models that are part of the concept of the circular economy and presents the contemporary conditions of a sustainability concept that meets the ethical challenges of doing digital business. It demonstrates how important the social factors of business model design and the creation of social value are in modern business and demonstrates. The book explores the servitisation of digital business models using digital technologies and features case studies on the effective solutions of business models that use servitisation as a factor supporting the monetisation of business models. Written for scholars exploring the efficiency and effectiveness of business models related to contemporary concepts – Sharing Economy, Circular Economy, Network Economy, Big Data, so on – and those designing business models taking into account social aspects, it will also be of direct interest to entrepreneurship courses.
Categories: Business & Economics

Marketing Analytics

Marketing Analytics

Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.

Author: Mike Grigsby

Publisher: Kogan Page Publishers

ISBN: 9780749474188

Category: Business & Economics

Page: 248

View: 949

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.
Categories: Business & Economics

Marketing Analytics

Marketing Analytics

Excel is that tool. Every example in this book features step-by-step instructions, a downloadable Excel file containing data and solutions, and plenty of screenshots. To sharpen your marketing analytics, you just need this guide and Excel.

Author: Wayne L. Winston

Publisher: John Wiley & Sons

ISBN: 9781118373439

Category: Computers

Page: 720

View: 580

Helping tech-savvy marketers and data analysts solve real-world business problems with Excel Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results. Practical exercises in each chapter help you apply and reinforce techniques as you learn. Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical tools Reveals how to target and retain profitable customers and avoid high-risk customers Helps you forecast sales and improve response rates for marketing campaigns Explores how to optimize price points for products and services, optimize store layouts, and improve online advertising Covers social media, viral marketing, and how to exploit both effectively Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.
Categories: Computers

Big Data Marketing

Big Data Marketing

Learn how to better understand the market and advance your overall strategy and marketing techniques. ... but gives you a practical guide to using big data to gain insights that are valuable to marketers in any area of business.

Author: Lisa Arthur

Publisher: John Wiley & Sons

ISBN: 9781118734025

Category: Business & Economics

Page: 208

View: 622

Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.
Categories: Business & Economics

Product Analytics

Product Analytics

Develop core metrics and effective KPIs for user analytics in any web product Truly understand statistical inference, and the differences between correlation and causation Conduct more effective A/B tests Build intuitive predictive models ...

Author: Joanne Rodrigues-Craig

Publisher: Addison-Wesley Professional

ISBN: 0135258529

Category: Big data

Page: 448

View: 659

Product Analytics is a complete, hands-on guide to generating actionable business insights from customer data. Experienced data scientist and enterprise manager Joanne Rodrigues introduces practical statistical techniques for determining why things happen and how to change what people do at scale. She complements these with powerful social science techniques for creating better theories, designing better metrics, and driving more rapid and sustained behavior change. Writing for entrepreneurs, product managers/marketers, and other business practitioners, Rodrigues teaches through intuitive examples from both web and offline environments. Avoiding math-heavy explanations, she guides you step by step through choosing the right techniques and algorithms for each application, running analyses in R, and getting answers you can trust. Develop core metrics and effective KPIs for user analytics in any web product Truly understand statistical inference, and the differences between correlation and causation Conduct more effective A/B tests Build intuitive predictive models to capture user behavior in products Use modern, quasi-experimental designs and statistical matching to tease out causal effects from observational data Improve response through uplift modeling and other sophisticated targeting methods Project business costs/subgroup population changes via advanced demographic projection Whatever your product or service, this guide can help you create precision-targeted marketing campaigns, improve consumer satisfaction and engagement, and grow revenue and profits.
Categories: Big data

Creativity and Data Marketing

Creativity and Data Marketing

A Practical Guide to Data Innovation Becky Wang ... There are several partners and vendors who are applying machine learning to data to improve the relevance of their analytic insights, and these can be ...

Author: Becky Wang

Publisher: Kogan Page Publishers

ISBN: 9780749477257

Category: Business & Economics

Page: 240

View: 606

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.
Categories: Business & Economics

Generatives Deep Learning

Generatives Deep Learning

David Foster veranschaulicht die Funktionsweise jeder Methode, beginnend mit den Grundlagen des Deep Learning mit Keras, bevor er zu einigen der modernsten Algorithmen auf diesem Gebiet vorstößt.

Author: David Foster

Publisher:

ISBN: OCLC:1151051275

Category:

Page: 310

View: 571

Generative Modelle haben sich zu einem der spannendsten Themenbereiche der Künstlichen Intelligenz entwickelt: Mit generativem Deep Learning ist es inzwischen möglich, einer Maschine das Malen, Schreiben oder auch das Komponieren von Musik beizubringen - kreative Fähigkeiten, die bisher dem Menschen vorbehalten waren. Mit diesem praxisnahen Buch können Data Scientists einige der eindrucksvollsten generativen Deep-Learning-Modelle nachbilden wie z.B. Generative Adversarial Networks (GANs), Variational Autoencoder (VAEs), Encoder-Decoder- sowie World-Modelle. David Foster veranschaulicht die Funktionsweise jeder Methode, beginnend mit den Grundlagen des Deep Learning mit Keras, bevor er zu einigen der modernsten Algorithmen auf diesem Gebiet vorstößt. Die zahlreichen praktischen Beispiele und Tipps helfen dem Leser herauszufinden, wie seine Modelle noch effizienter lernen und noch kreativer werden können.
Categories:

Cutting edge Marketing Analytics

Cutting edge Marketing Analytics

This is today's most complete and practical guide to modern marketing analytics methods and tools.

Author: Rajkumar Venkatesan

Publisher: Pearson Education

ISBN: 9780133552522

Category: Business & Economics

Page: 300

View: 341

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
Categories: Business & Economics