Cutting edge Marketing Analytics

Author: Rajkumar Venkatesan
Publisher: Pearson Education
ISBN: 9780133552522
Release Date: 2014
Genre: Business & Economics

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Cutting Edge Marketing Analytics

Author: Rajkumar Venkatesan
Publisher: Pearson Education
ISBN: 9780133552577
Release Date: 2014-06-10
Genre: Business & Economics

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Marketing Analytics

Author: Wayne L. Winston
Publisher: John Wiley & Sons
ISBN: 9781118417300
Release Date: 2014-01-08
Genre: Computers

Helping tech-savvy marketers and data analysts solve real-world business problems with Excel Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results. Practical exercises in each chapter help you apply and reinforce techniques as you learn. Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical tools Reveals how to target and retain profitable customers and avoid high-risk customers Helps you forecast sales and improve response rates for marketing campaigns Explores how to optimize price points for products and services, optimize store layouts, and improve online advertising Covers social media, viral marketing, and how to exploit both effectively Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.

R for Marketing Research and Analytics

Author: Chris Chapman
Publisher: Springer
ISBN: 9783319144368
Release Date: 2015-03-09
Genre: Business & Economics

This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.

Marketing Data Science

Author: Thomas W. Miller
Publisher: FT Press
ISBN: 9780133887341
Release Date: 2015-05-02
Genre: Business & Economics

Now , a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of marketing applications in predictive analytics. Writing for both managers and students, Thomas W. Miller explains essential concepts, principles, and theory in the context of real-world applications. Building on Miller's pioneering program, Marketing Data Science thoroughly addresses segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis. Starting where Miller's widely-praised Modeling Techniques in Predictive Analytics left off, he integrates crucial information and insights that were previously segregated in texts on web analytics, network science, information technology, and programming. Coverage includes: The role of analytics in delivering effective messages on the web Understanding the web by understanding its hidden structures Being recognized on the web – and watching your own competitors Visualizing networks and understanding communities within them Measuring sentiment and making recommendations Leveraging key data science methods: databases/data preparation, classical/Bayesian statistics, regression/classification, machine learning, and text analytics Six complete case studies address exceptionally relevant issues such as: separating legitimate email from spam; identifying legally-relevant information for lawsuit discovery; gleaning insights from anonymous web surfing data, and more. This text's extensive set of web and network problems draw on rich public-domain data sources; many are accompanied by solutions in Python and/or R. Marketing Data Science will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.

Cluster Analysis and Data Mining

Author: Ronald S. King
Publisher: Stylus Publishing, LLC
ISBN: 9781942270133
Release Date: 2015-05-12
Genre: Computers

Cluster analysis is used in data mining and is a common technique for statistical data analysis used in many fields of study, such as the medical & life sciences, behavioral & social sciences, engineering, and in computer science. Designed for training industry professionals or for a course on clustering and classification, it can also be used as a companion text for applied statistics. No previous experience in clustering or data mining is assumed. Informal algorithms for clustering data and interpreting results are emphasized. In order to evaluate the results of clustering and to explore data, graphical methods and data structures are used for representing data. Throughout the text, examples and references are provided, in order to enable the material to be comprehensible for a diverse audience. A companion disc includes numerous appendices with programs, data, charts, solutions, etc. eBook Customers: Companion files are available for downloading with order number/proof of purchase by writing to the publisher at [email protected] FEATURES *Places emphasis on illustrating the underlying logic in making decisions during the cluster analysis *Discusses the related applications of statistic, e.g., Ward’s method (ANOVA), JAN (regression analysis & correlational analysis), cluster validation (hypothesis testing, goodness-of-fit, Monte Carlo simulation, etc.) *Contains separate chapters on JAN and the clustering of categorical data *Includes a companion disc with solutions to exercises, programs, data sets, charts, etc.

Computational Intelligence in Business Analytics

Author: Les Sztandera
Publisher: FT Press
ISBN: 9780133552133
Release Date: 2014-05-26
Genre: Computers

Use computational intelligence to drive more value from business analytics, overcome real-world uncertainties and complexities, and make better decisions. Drawing on his pioneering experience as an instructor and researcher, Dr. Les Sztandera thoroughly illuminates today's key computational intelligence tools, knowledge, and strategies for analysis, exploration, and knowledge generation. Sztandera demystifies artificial neural networks, genetic algorithms, and fuzzy systems, and guides you through using them to model, discover, and interpret new patterns that can't be found through statistical methods alone. Packed with relevant case studies and examples, this guide demonstrates: Customer segmentation for direct marketing Customer profiling for relationship management Efficient mailing campaigns Customer retention Identification of cross-selling opportunities Credit score analysis Detection of fraudulent behavior and transactions Hedge fund strategies, and more Szandera shows how computational intelligence can inform the design and integration of services, architecture, brand identity, and product portfolio across the entire enterprise. He also shows how to complement computational intelligence with visualization, explorative interfaces and advanced reporting, thereby empowering business users and enterprise stakeholders to take full advantage of it. For analytics professionals, managers, and students.

Marketing Strategy

Author: Robert W. Palmatier
Publisher: Macmillan International Higher Education
ISBN: 9781137526243
Release Date: 2017-02-23
Genre: Business & Economics

A brand new textbook with an innovative and exciting approach to marketing strategy. Moving away from the outdated 4Ps model to a new approach that reflects real-world companies responding to a differing and dynamic customer base. Research-based and action-orientated, it equips students with the tools to succeed in today's competitive markets.

Modeling Techniques in Predictive Analytics

Author: Thomas W. Miller
Publisher: Pearson Education
ISBN: 9780133886016
Release Date: 2014-10
Genre: Business & Economics

Today, successful firms win by understanding their data more deeply than competitors do. In short, they compete based on analytics. Now, in Modeling Techniques in Predictive Analytics, the leader of Northwestern University's prestigious analytics program brings together all the concepts, techniques, and R code you need to excel in analytics. Thomas W. Miller's unique balanced approach combines business context and quantitative tools, appealing to managers, analysts, programmers, and students alike.--

The New Business Road Test

Author: John Mullins
Publisher: Pearson UK
ISBN: 9781292208411
Release Date: 2017-12-15
Genre: Business & Economics

ROAD TEST YOUR IDEA BEFORE YOU LAUNCH YOUR LEAN START-UP Thinking about starting a new business? Stop! Is there a genuine market for your idea? Do you really want to compete in that industry? Are you the right person to pursue it? No matter how talented you are or how much capital you have, if you’re pursuing a fundamentally flawed opportunity then you’re heading for failure. So before you launch your lean start-up, take your idea for a test drive and make sure it has a fighting chance of working. Now in its fifth edition, The New Business Road Test is the essential handbook for anyone wanting to launch a start-up. The new and fully updated case studies – Ella's Kitchen, Whole Foods, eBay and more – and ‘seven domains’ framework will help you avoid impending disaster and enhance your chances of achieving your entrepreneurial dreams. This book will help you answer the live-or-die questions: · Are the market and industry attractive? · Does the opportunity offer both customer benefits as well as competitive and economic sustainability? · Can you deliver the results you seek? The accompanying app (available on iTunes and Android) makes it easy to assemble all the evidence you need for your road test, wherever you are. www.newbusinessroadtest.com

Key Marketing Metrics

Author: Paul Farris
Publisher: Pearson UK
ISBN: 9781292212494
Release Date: 2017-09-21
Genre: Business & Economics

"Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them." Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation “50+ metrics crackles like new money…this is the best marketing book of the year.” Updated version of Strategy + Business “2006 Best Books in Marketing award winner” WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING As the old adage goes, “If you can’t measure it, you can’t manage it.” Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge. Key Marketing Metrics gives you a portfolio, or "dashboard", of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. This edition includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double jeopardy.”

Data Analytics and Decision Support for Cybersecurity

Author: Iván Palomares Carrascosa
Publisher: Springer
ISBN: 9783319594392
Release Date: 2017-08-01
Genre: Computers

The book illustrates the inter-relationship between several data management, analytics and decision support techniques and methods commonly adopted in Cybersecurity-oriented frameworks. The recent advent of Big Data paradigms and the use of data science methods, has resulted in a higher demand for effective data-driven models that support decision-making at a strategic level. This motivates the need for defining novel data analytics and decision support approaches in a myriad of real-life scenarios and problems, with Cybersecurity-related domains being no exception. This contributed volume comprises nine chapters, written by leading international researchers, covering a compilation of recent advances in Cybersecurity-related applications of data analytics and decision support approaches. In addition to theoretical studies and overviews of existing relevant literature, this book comprises a selection of application-oriented research contributions. The investigations undertaken across these chapters focus on diverse and critical Cybersecurity problems, such as Intrusion Detection, Insider Threats, Insider Threats, Collusion Detection, Run-Time Malware Detection, Intrusion Detection, E-Learning, Online Examinations, Cybersecurity noisy data removal, Secure Smart Power Systems, Security Visualization and Monitoring. Researchers and professionals alike will find the chapters an essential read for further research on the topic.

Understanding Machine Learning

Author: Shai Shalev-Shwartz
Publisher: Cambridge University Press
ISBN: 9781107057135
Release Date: 2014-05-19
Genre: Computers

Introduces machine learning and its algorithmic paradigms, explaining the principles behind automated learning approaches and the considerations underlying their usage.

Marketing Analytics

Author: Stephan Sorger
Publisher: CreateSpace
ISBN: 1481900307
Release Date: 2013-01-31
Genre: Business & Economics

Marketing Analytics: Strategic Models and Metrics offers marketing students and professionals a practical guide to strategic decision models and marketing metrics. The tools described in the book will aid marketers in making intelligent decisions to drive revenue and results in their organizations. The book contains a wealth of information on marketing analytics: Almost 500 pages of text, covering a wide variety of decision models and metrics Nearly 400 figures, including diagrams, tables, and charts Step-by-step instructions on market segmentation, conjoint analysis, and other techniques Current examples demonstrating how organizations are applying models and metrics The list of chapters below includes a sample of the topics: Chapter 1. Introduction - Introduction to marketing analytics Chapter 2. Market Insight - Market sizing and trend analysis Chapter 3. Market Segmentation - Segment identification, analysis, and strategy Chapter 4. Competitive Analysis - Competitor identification, analysis, and strategy Chapter 5. Business Strategy - Analytics-based strategy selection Chapter 6. Business Operations - Forecasting, predictive analytics, and data mining Chapter 7. Product and Service Analytics - Conjoint analysis and product/service metrics Chapter 8. Price Analytics - Pricing techniques and assessment Chapter 9. Distribution Analytics - Analytics-based channel evaluation and selection Chapter 10. Promotion Analytics - Promotion budget estimation and allocation Chapter 11. Sales Analytics - Metrics for sales, profitability, and support Chapter 12. Analytics in Action - Pivot tables and data-driven presentations Edition: First Edition, Version 1.1, introduced November 2013. Revision 1.1 incorporates minor corrections and edits. It retains the same layout as the original release (First Edition, Version 1.0). See StephanSorger.com for a complete record of all changes.

Supply Chain Network Design

Author: Michael Watson
Publisher: Pearson Education
ISBN: 9780133017373
Release Date: 2013
Genre: Business & Economics

Using strategic supply chain network design, companies can drive consistent dramatic savings throughout their global supply chains. Logistics experts at IBM and Northwestern University have brought together the rigorous principles and the practical applications supply chain designers need to improve the flow of physical products across the globe.