Attribution Modelling in Google Analytics and Beyond

Author: Himanshu Sharma
Publisher: Independently Published
ISBN: 1519087403
Release Date: 2016-12-06
Genre: Business & Economics

Attribution modelling is the process of understanding and assigning credit to the marketing channels which eventually lead to conversions. The objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment.What is this book about? This book has been written to help you implement attribution modelling in your organization. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and help you to understand your user's buying behaviour. In this book there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google AdWords. I have explained various attribution models mainly in the context of Google Analytics.What is not included in this book? This book is not about traditional marketing mix modelling (MMM) or understanding and finding the optimal mix of the 4Ps of marketing (product, price, place and promotion). There are no chapters on regression analysis and predictive modelling. Consequently, there is little to no use of statistics in this book. This book is not about getting started with Google Analytics or how to master Google Analytics.What do you need to know in advance in order to benefit from this book? In order to get the maximum benefit from this book, you will need a working knowledge of Google Analytics and e-commerce. No knowledge of statistics or traditional marketing mix modelling is required.Who should read this book? Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts and data scientists will benefit the most from this book. If you have a strong background in traditional marketing mix modelling (MMM) you will benefit tremendously from this book because it will enable you to integrate attribution modelling data with your MMM data.

Emarketing Excellence

Author: Dave Chaffey
Publisher: Routledge
ISBN: 9781136181450
Release Date: 2013-03-05
Genre: Business & Economics

Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes brand new sections on online marketing legislation and QR codes, plus an expanded section on email marketing, the most commonly used e-marketing tool. Offering a highly structured and accessible guide to a critical and far-reaching subject, Emarketing Excellence 4e provides a vital reference point for all students of business or marketing and marketers and e-marketers involved in marketing strategy and implementation and who want a thorough yet practical grounding in e-marketing.

Handbook of Advances in Marketing in an Era of Disruptions

Author: Atul Parvatiyar
Publisher: SAGE Publications India
ISBN: 9789352808182
Release Date: 2019-01-08
Genre: Business & Economics

We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality. This book is dedicated to Professor Jagdish N. Sheth and honours his sustained contribution as a management thinker, scholar, academician and corporate adviser in an illustrious career spanning over five decades.

Policy Analytics Modelling and Informatics

Author: J Ramon Gil-Garcia
Publisher: Springer
ISBN: 9783319617626
Release Date: 2017-10-03
Genre: Political Science

This book provides a comprehensive approach to the study of policy analytics, modelling and informatics. It includes theories and concepts for understanding tools and techniques used by governments seeking to improve decision making through the use of technology, data, modelling, and other analytics, and provides relevant case studies and practical recommendations. Governments around the world face policy issues that require strategies and solutions using new technologies, new access to data and new analytical tools and techniques such as computer simulation, geographic information systems, and social network analysis for the successful implementation of public policy and government programs. Chapters include cases, concepts, methodologies, theories, experiences, and practical recommendations on data analytics and modelling for public policy and practice, and addresses a diversity of data tools, applied to different policy stages in several contexts, and levels and branches of government. This book will be of interest of researchers, students, and practitioners in e-government, public policy, public administration, policy analytics and policy informatics.

Measuring Efficiency in Health Care

Author: Rowena Jacobs
Publisher: Cambridge University Press
ISBN: 9781139456876
Release Date: 2006-06-01
Genre: Business & Economics

With the healthcare sector accounting for a sizeable proportion of national expenditures, the pursuit of efficiency has become a central objective of policymakers within most health systems. However, the analysis and measurement of efficiency is a complex undertaking, not least due to the multiple objectives of health care organizations and the many gaps in information systems. In response to this complexity, research in organizational efficiency analysis has flourished. This 2006 book examines some of the most important techniques currently available to measure the efficiency of systems and organizations, including data envelopment analysis and stochastic frontier analysis, and also presents some promising new methodological approaches. Such techniques offer the prospect of many new and fruitful insights into health care performance. Nevertheless, they also pose many practical and methodological challenges. This is an important critical assessment of the strengths and limitations of efficiency analysis applied to health and health care.


ISBN: UOM:39015058911762
Release Date: 2005
Genre: Risk management

Academy of Management Journal

Author: Academy of Management
ISBN: STANFORD:36105110880981
Release Date: 1963
Genre: Industrial management

Focus on management theory and practice

Psychology Applied to Modern Life

Author: Wayne Weiten
Publisher: Wadsworth Publishing Company
ISBN: 0534355536
Release Date: 2000
Genre: Psychology

Edition after edition, this comprehensive text has enjoyed best-seller status in a crowded field. While professors cite the book for its academic credibility and the authors' ability to stay current with ''hot topics, '' students say it's one text they just don't want to put down. Students and instructors alike find the text and associated workbooks to be a highly readable, engaging, visually-appealing package that provide a wealth of personal applications.This is no ordinary applied psychology book. Wayne Weiten and Margaret Lloyd's text helps students understand the psychological reasons for their reactions to everyday situations. The authors to an outstanding job of providing practical advice on such subjects as coping with social pressure, improving communication with your sexual partner, protecting yourself from AIDS, and developing healthy lifestyle habits. And it does so without sacrificing scientific rigor or accuracy


Author: Lester Sdorow
Publisher: McGraw-Hill Companies
ISBN: PSU:000056765984
Release Date: 2002
Genre: Psychology