Marketing Analytics: A Practical Guide to Real Marketing Science - Brossura

Grigsby, Mike

Brossura

ISBN 10: 0749474173 ISBN 13: 9780749474171

Casa editrice: Kogan Page Ltd, 2015

Riassunto

Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segmenting data, testing campaign effectiveness, and forecasting demand.

Assuming no prior knowledge, Marketing Analytics introduces concepts relating to statistics, marketing strategy, and consumer behavior and then works through a series of problems by providing various data modeling options as solutions. By using this format of presenting a problem and multiple ways to solve it, this book both makes marketing science accessible to beginners and aids the more experienced practitioner in understanding the more complex aspects of data analytics to refine their skills and compete more effectively in the workplace.

Su questo libro

Recensione:

"Mike's writing is straightforward and entertaining. He brings a conversational and relatable tone and approach to some fairly complex material. Sometimes marketers can take themselves a little too seriously, especially when it comes to the mathematical side of things. Mike's work reminds us to lighten up and have fun with it." (Katy Rollings, PhD, Loyalty Analyst at GameStop 2014-12-02)

"The book summarizes all the critical topics in a consumer-focused analytic approach, and the cases are fun to read." (Ernan Haruvy, PhD, Professor of Marketing, UT-Dallas 2014-12-02)

"This book gives a broad overview of marketing analytics to people who don't have any related background....[E]xamples are explained to give readers a clearer idea. I think the book is worth a read for anyone who wants to become a marketing analyst." (Yuan Fang, MSc (Marketing Analytics candidate) 2014-12-02)

"This is a great book for practitioners who have learned plenty of theories and want to learn how to apply methodologies. It is also a great, easy-to-read resource for anyone who does not have a deep theoretical background but wants to learn how analytics work in real life." (Ingrid Guo, VP, Analytics and Managing Director, Javelin Marketing Group (Beijing) 2014-12-03)

"Marketing Analytics is a practical guidebook written in a conversational tone that makes complex theories easily understood. The author's experience in the industry combined with his inherent gift for explaining everything a successful marketing analyst needs to know makes this book a must-read." --(Katy Richardson, Founder and Principal, 214 Creative 2014-12-03)

"Marketing Analytics is a must-read for analytics practitioners and marketing managers seeking a comprehensive overview of the most actionable techniques that virtually any organization can apply to gain immediate benefits.... Dr. Grigsby succinctly illustrates the concepts with real examples and provide references for analysts needing deeper guidance or theory. I wish Marketing Analytics was published 15 years ago - it would've saved me a lot of independent research!" --(W. Dean Vogt, Jr., Marketing Research and Analytics Practitioner 2014-12-03)

"For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to know presented as a conversation with examples to boot! You'll definitely sound smarter in the boardroom after reading this book!" --(James Mourey, PhD and Assistant Professor of Marketing at DePaul University (Chicago))

Descrizione del libro:

Provides insight into the power of data analytics in the context of marketing problems

Explains and demonstrates marketing data modelling techniques in a practical and easy-to-follow way

Illustrates how data modelling methodology can be applied to a range of practical scenarios

Engages readers of all levels of knowledge, from the beginner to the seasoned practitioner

Includes access to online test banks and datasets relating to the chapters

Supported by online resources including a bank of test questions as well as data sets relating to many of the chapters.

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2015
• ISBN 10: 0749474173
• ISBN 13: 9780749474171
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 232