Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques

Description

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. Review: Great survey of marketing analytics methods - I have a background in statistics and got this book to better understand how to think about modeling marketing data in my work. It has a great summary of many models used in marketing and good explanations of how to apply knowledge. If you’re curious about what exact topics are covered, look at the free kindle preview, which contains a table of contents. I appreciated that the book was practical, and that it had vignettes of how things may apply in a business. The book does not have examples of code and just shows model outputs. To be clear, I didn’t think it needed code examples, but I wanted to put this in case someone was wondering. The book is aimed at the average person working in marketing analytics. It is probably less rigorous than some texts I’ve read but this wasn’t a huge issue as I mostly just wanted this book to give me an overview of marketing modeling. Overall I highly recommend this book to anyone in my shoes. If you have a good background in statistics and want to understand more about marketing analytics, this book will be great for you. Review: Very useful book - Very useful, to the point