Advanced Database Marketing
Regular price
€179.80
A01=Koen W. De Bock
Ad Network
advanced customer segmentation techniques
Author_Koen W. De Bock
Bayesian Network Classifiers
Bayesian Networks
Behavioral Targeting
black
Category=KJMV7
Collaborative Filtering
Cumulative Lifts
customer
Customer Response Model
Data Set
Database Marketing
den
direct
Display Ads
ensemble learning methods
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
forest
KDD Cup
lifetime
marketing analytics
mobile marketing strategies
Mother Charity
NMF Algorithm
Online Display Advertising
Paid Search Ad
Paid Search Advertising
Paid Search Campaign
poel
predictive modelling
Quantile Regression
quantitative data analysis
random
Random Forest
Recommender Systems
RFM.
Rule Extraction Techniques
sear
social media analytics
Stochastic Gradient Boosting
value
Van Den Poel
Variable Importance Scores
Product details
- ISBN 9781409444619
- Weight: 861g
- Dimensions: 174 x 246mm
- Publication Date: 24 May 2013
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
Secure
checkout
Fast Shipping
Easy returns
While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management. An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics. The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.
Kristof Coussement is Associate Professor of Marketing at IESEG School of Management, France, where he teaches courses including customer relationship management and data mining. Kristof is a founder of the Belgian Association for Quantitative & Qualitative Marketing Research, BAQMaR. Koen W. De Bock is Assistant Professor of Marketing at IESEG School of Management, France, where he teaches courses on Internet marketing. He is visiting lecturer at the University of Stellenbosch Business School, South Africa. Scott A. Neslin is the Albert Wesley Frey Professor of Marketing at the Amos Tuck School of Business Administration, Dartmouth College. He has been at the Tuck School since completing his Ph.D. in 1978 at the Sloan School of Management, MIT. He has served as a Visiting Scholar at the School of Management, Yale University (1989-1990), the Teradata/Duke CRM Center located at the Fuqua School of Management, Duke University (2002), and Columbia Business School (2009-2010).
