Marketing Database Analytics
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€210.80
A01=Andrew D. Banasiewicz
advanced quantitative marketing research
Analytics
Associative Factors
Author_Andrew D. Banasiewicz
Basic Distributional Properties
behavioral data analysis
Behavioral predictions
Business Evaluation Process
business intelligence methods
Category=KJMV5
Category=KJSM
Category=KJT
Cumulative Distribution Function
Customer Acquisition
Data
Database Analytical Process
Database Scoring
Decision making
Descriptive Segmentation
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
General Advertising
graduate marketing analytics
impact measurement techniques
Linear Effects Models
Marketing analytics
Marketing Database Analytics
Marketing research
Mars
Multi-source Analytics
organizational decision support
Pearson Correlation Sig
Pr Om
Promotional Mix
Promotional Vehicles
Purchase Funnel
Qualitative methods
quantitative marketing metrics
Quantitative methods
Refresh Cycle
Roc Curve
Sample Size Dependence
Segmentation Solution
Semantic Web
SST
Statistics
Va Ri
Product details
- ISBN 9780415657877
- Weight: 900g
- Dimensions: 174 x 246mm
- Publication Date: 02 May 2013
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.
Focusing specifically on quantitative marketing metrics, the book:
- Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification
- Establishes the importance of database analytics, integrating both business and marketing practice
- Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data
- Includes cases and exercises to guide students’ learning
Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.
Andrew Banasiewicz is a lecturer at the School of Management at Boston University, USA. He has held senior level positions in marketing, database management and risk management organizations, and has authored two other books, as well as numerous articles. For a more detailed biography, visit http://msmonline.bu.edu/faculty/andrew-banasiewicz/
