- Provides an accessible and step-by-step guide to providing actionable marketing insights through using analytical tools and techniques
- Shows how to analyze customer demand, market segmentation, customer loyalty and campaign success to increase conversion rates and engagement
- New to this edition: material on forecasting, customer touchpoints modelling, a new focus on customer loyalty and additional analytics techniques and approaches
- Supporting resources: Datasets, presentations slides for each chapter and a test bank of self-test questions
Marketing Analytics
A Practical Guide to Improving Consumer Insights Using Data Techniques
Confidently apply marketing analytics techniques to improve consumer insights and marketing performance, so you can compete more effectively in the marketplace.
Key features at a glance
EAN: 9781398608191
Edition: 3
Published:
Format: 217x136
336 pages
About the book
Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more.
Marketing Analytics enables you to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use.
This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage.
About the authors
Mike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.
In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science.
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