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Könyv Marketing Analytics Mike Grigsby

Marketing Analytics

A Practical Guide to Improving Consumer Insights Using Data Techniques

Szerző: Mike Grigsby
Nyelv: Angol
Kötés: Kemény kötésű
Kiadó: Kogan Page Ltd
Elérhetőség: Beszállítói készleten
Küldés 14-21 napon belül
47 672 Ft
Who is most likely to buy and what is the best way to target them? How can I use both consumer analy...

Információk a könyvről

Szerző
Mike Grigsby
Nyelv
Angol
Kötés
Könyv - Kemény kötésű
Kiadva
2022
oldal
336
EAN
9781398608214
ISBN
1398608211
Enbook ID
39129844
Kiadó
Kogan Page Ltd
Súly
648
Méretek
156 x 234 x 27

Teljes leírás

Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more.

Marketing Analytics enables you 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, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use.

This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage.

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