Data Mining and Market Intelligence for Optimal Marketing Returns
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A01=Domingo Tavella
A01=Susan Chiu
advanced statistical techniques
analytic
Association Engine
Author_Domingo Tavella
Author_Susan Chiu
Category=KJMV7
Category=KJS
CHAID
channel
communication
consumer behaviour modelling
Customer Id
customer segmentation
data-driven marketing strategy
Discriminant Functions
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Exit Page
Keyword Density
Keyword Position
Lead Conversion Rate
Market Basket Analysis
Marketing Communication Channels
marketing optimisation
Marketing Spending
metrics
Model Building Data Set
Model Building Stage
Multiple Linear Regression
Onsite Search
operational
PACF Plot
predictive analytics
Purchase Model
quantitative marketing methods
Return Metrics
sales
Sales Cycle
SAS Enterprise Miner
Search Marketing
Sony VAIO Laptop
spending
Static URL
techniques
tool
Travel Wind
web
Web Analytics Tools
Product details
- ISBN 9780750682343
- Weight: 521g
- Dimensions: 156 x 234mm
- Publication Date: 22 May 2008
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.
Director of Business Intelligence Center at Ingram Micro, Inc., where she is responsible for advanced analytics and marketing research consulting. Susan Chiu has over 15 years of quantitative marketing research experience and has held positions in analytics, data mining, and business intelligence with Cisco Systems, Wells Fargo, Providian Bancorp, and Safeway Corporation. Susan Chiu has a Masters degree in Statistics from Stanford University. Domingo Tavella is Adjunct Professor at Berkeley s Haas School of Business, where he teaches quantitative finance at the Masters in Financial Engineering program. He is also president of Octanti Associates, a boutique consulting firm in quantitative techniques for financial risk modelling. Domingo Tavella has extensive expertise in data analysis and modelling techniques applied to a large variety of situations, ranging from business issues to complex engineering problems. Prior to his involvement with UC Berkeley and the finance world, Domingo Tavella was a senior scientist at NASA Ames Research Center, where he pioneered the application of distributed supercomputing in solving aeronautical engineering problems. He has written two successful books on quantitative modelling applied to finance (Wiley and Sons). Domingo holds a Ph.D. in Aeronautical Engineering from Stanford University and an MBA from UC Berkeley.
