Marketing analytics: essential tools for data-driven decisions
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Charlottesville
Darden Business Publishing, University of Virginia Press
2021
|
| Ausgabe: | First published |
| Schriftenreihe: | Darden business publishing
|
| Schlagworte: | |
| Zusammenfassung: | "A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"-- |
| Beschreibung: | x, 294 pages illustrations 24 cm |
| ISBN: | 9780813945156 0813945151 |
Internformat
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Datensatz im Suchindex
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| ctrlnum | (OCoLC)1226332134 (DE-599)BVBBV047125498 |
| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV047125498 |
| illustrated | Illustrated |
| index_date | 2024-07-03T16:30:32Z |
| indexdate | 2024-07-10T09:03:21Z |
| institution | BVB |
| isbn | 9780813945156 0813945151 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032531732 |
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| physical | x, 294 pages illustrations 24 cm |
| publishDate | 2021 |
| publishDateSearch | 2021 |
| publishDateSort | 2021 |
| publisher | Darden Business Publishing, University of Virginia Press |
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| spelling | Venkatesan, Rajkumar Verfasser aut Marketing analytics essential tools for data-driven decisions Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox First published Charlottesville Darden Business Publishing, University of Virginia Press 2021 x, 294 pages illustrations 24 cm txt rdacontent n rdamedia nc rdacarrier Darden business publishing Resource Allocation -- Cluster Analysis -- Conjoint Analysis -- Linear Regression -- Customer Lifetime Value -- Marketing Experiments -- Paid Search Advertising -- Text Analytics -- Logistic Regression -- Recommendation Systems -- Automation of Marketing Models -- Implementing Marketing Analytics "A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"-- Marketing (DE-588)4037589-4 gnd rswk-swf Big Data (DE-588)4802620-7 gnd rswk-swf Datenanalyse (DE-588)4123037-1 gnd rswk-swf Marketing / Management Marketing / Statistical methods Marketing research Marketing (DE-588)4037589-4 s Datenanalyse (DE-588)4123037-1 s Big Data (DE-588)4802620-7 s DE-604 Farris, Paul W. Sonstige (DE-588)142526290 oth Wilcox, Ronald T. Sonstige oth Online version Venkatesan, Rajkumar Marketing analytics Charlottesville : Darden Business Publishing, University of Virginia Press, 2021 9780813945163 |
| spellingShingle | Venkatesan, Rajkumar Marketing analytics essential tools for data-driven decisions Resource Allocation -- Cluster Analysis -- Conjoint Analysis -- Linear Regression -- Customer Lifetime Value -- Marketing Experiments -- Paid Search Advertising -- Text Analytics -- Logistic Regression -- Recommendation Systems -- Automation of Marketing Models -- Implementing Marketing Analytics Marketing (DE-588)4037589-4 gnd Big Data (DE-588)4802620-7 gnd Datenanalyse (DE-588)4123037-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4802620-7 (DE-588)4123037-1 |
| title | Marketing analytics essential tools for data-driven decisions |
| title_auth | Marketing analytics essential tools for data-driven decisions |
| title_exact_search | Marketing analytics essential tools for data-driven decisions |
| title_exact_search_txtP | Marketing analytics essential tools for data-driven decisions |
| title_full | Marketing analytics essential tools for data-driven decisions Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox |
| title_fullStr | Marketing analytics essential tools for data-driven decisions Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox |
| title_full_unstemmed | Marketing analytics essential tools for data-driven decisions Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox |
| title_short | Marketing analytics |
| title_sort | marketing analytics essential tools for data driven decisions |
| title_sub | essential tools for data-driven decisions |
| topic | Marketing (DE-588)4037589-4 gnd Big Data (DE-588)4802620-7 gnd Datenanalyse (DE-588)4123037-1 gnd |
| topic_facet | Marketing Big Data Datenanalyse |
| work_keys_str_mv | AT venkatesanrajkumar marketinganalyticsessentialtoolsfordatadrivendecisions AT farrispaulw marketinganalyticsessentialtoolsfordatadrivendecisions AT wilcoxronaldt marketinganalyticsessentialtoolsfordatadrivendecisions |