A01=Paul W. Farris
A01=Rajkumar Venkatesan
A01=Ronald T. Wilcox
Author_Paul W. Farris
Author_Rajkumar Venkatesan
Author_Ronald T. Wilcox
business
Category=KJB
Category=KJMV
consumer
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
heuristics
information
prediction
sales
technology
Product details
- ISBN 9780813945156
- Weight: 743g
- Dimensions: 184 x 235mm
- Publication Date: 30 Jan 2021
- Publisher: University of Virginia Press
- Publication City/Country: US
- Product Form: Hardback
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The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.
The book presents actual cases and data, allowing readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and question the link between marketing plans and customer behavior. Dealing with actual scenarios sheds light on the most pressing marketing questions, such as setting the optimal price for one's product or designing effective digital marketing campaigns.
Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.
Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.
