Mastering marketing data science: a comprehensive guide for today's marketers
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2024
|
| Schriftenreihe: | Wiley and SAS business series
|
| Schlagworte: | |
| Online-Zugang: | DE-1050 DE-945 |
| Beschreibung: | 1 Online-Ressource (xv, 415 Seiten) |
| ISBN: | 9781394258734 |
Internformat
MARC
| LEADER | 00000nmm a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV049729294 | ||
| 003 | DE-604 | ||
| 005 | 20240828 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 240604s2024 |||| o||u| ||||||eng d | ||
| 020 | |a 9781394258734 |9 9781394258734 | ||
| 035 | |a (OCoLC)1437872193 | ||
| 035 | |a (DE-599)BVBBV049729294 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1050 |a DE-945 | ||
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Brown, Iain |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Mastering marketing data science |b a comprehensive guide for today's marketers |c Iain Brown |
| 264 | 1 | |a Hoboken, NJ |b Wiley |c 2024 | |
| 300 | |a 1 Online-Ressource (xv, 415 Seiten) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 490 | 0 | |a Wiley and SAS business series | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Datenanalyse |0 (DE-588)4123037-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Data Science |0 (DE-588)1140936166 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Datenmanagement |0 (DE-588)4213132-7 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 1 | |a Data Science |0 (DE-588)1140936166 |D s |
| 689 | 0 | 2 | |a Datenanalyse |0 (DE-588)4123037-1 |D s |
| 689 | 0 | 3 | |a Datenmanagement |0 (DE-588)4213132-7 |D s |
| 689 | 0 | |5 DE-604 | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe, epub |z 9781394258727 |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe, Cloth |z 9781394258710 |
| 912 | |a ZDB-30-PQE |a ZDB-4-NLEBK | ||
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-035071524 | |
| 966 | e | |u https://ebookcentral.proquest.com/lib/th-deggendorf/detail.action?docID=31309751 |l DE-1050 |p ZDB-30-PQE |q FHD01_PQE_Kauf |x Aggregator |3 Volltext | |
| 966 | e | |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3885296 |l DE-945 |p ZDB-4-NLEBK |x Aggregator |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1808678337067876352 |
|---|---|
| adam_text | |
| any_adam_object | |
| author | Brown, Iain |
| author_facet | Brown, Iain |
| author_role | aut |
| author_sort | Brown, Iain |
| author_variant | i b ib |
| building | Verbundindex |
| bvnumber | BV049729294 |
| classification_rvk | QP 600 |
| collection | ZDB-30-PQE ZDB-4-NLEBK |
| contents | Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- About the Author -- Chapter 1 Introduction to Marketing Data Science -- 1.1 What Is Marketing Data Science? -- 1.2 The Role of Data Science in Marketing -- 1.3 Marketing Analytics Versus Data Science -- 1.4 Key Concepts and Terminology -- 1.4.1 Data Science -- 1.4.2 Data Visualization -- 1.4.3 Customer Segmentation -- 1.4.4 Predictive Analytics -- 1.4.5 Machine Learning -- 1.4.6 Natural Language Processing -- 1.4.7 Marketing Mix Modeling -- 1.4.8 Big Data -- 1.5 Structure of This Book 1.6 Practical Example 1: Applying Data Science to Improve Cross-Selling in a Retail Bank Marketing Department -- 1.6.1 Data Collection -- 1.6.2 Data Preparation -- 1.6.3 Customer Segmentation -- 1.6.4 Product Recommendation Modeling -- 1.6.5 Campaign Design -- 1.6.6 A/B Testing and Evaluation -- 1.6.7 Monitoring and Refinement -- 1.7 Practical Example 2: The Impact of Data Science on a Marketing Campaign -- 1.8 Conclusion -- 1.9 References -- Chapter 2 Data Collection and Preparation -- 2.1 Introduction -- 2.2 Data Sources in Marketing: Evolution and the Emergence of Big Data 2.2.1 Traditional Data Sources -- 2.2.2 The Emergence of Modern Data Sources -- 2.2.3 Big Data and Its Impact on Marketing -- 2.3 Data Collection Methods -- 2.3.1 Surveys and Questionnaires -- 2.3.2 Web Scraping -- 2.3.3 Application Programming Interfaces -- 2.3.4 Data Purchase -- 2.3.5 Observational Data -- 2.4 Data Preparation -- 2.4.1 Data Cleaning -- 2.4.2 Data Integration -- 2.4.3 Data Transformation -- 2.4.4 Data Reduction -- 2.5 Practical Example: Collecting and Preparing Data for a Customer Churn Analysis -- 2.6 Conclusion -- 2.7 References -- Chapter 3 Descriptive Analytics in Marketing 3.1 Introduction -- 3.2 Overview of Descriptive Analytics -- 3.2.1 The Role of Descriptive Analytics in Marketing -- 3.2.2 Key Techniques in Descriptive Analytics -- 3.2.3 The Importance of Data Visualization -- 3.3 Descriptive Statistics for Marketing Data -- 3.3.1 Measures of Central Tendency -- 3.3.2 Measures of Dispersion -- 3.3.3 Measures of Association -- 3.3.4 Symmetry and Skewness -- 3.4 Data Visualization Techniques -- 3.4.1 Bar Charts and Histograms -- 3.4.2 Line Charts and Time Series Plots -- 3.4.3 Scatterplots and Bubble Charts -- 3.4.4 Heat Maps and Geographic Maps 3.4.5 Visualization Best Practices -- 3.5 Exploratory Data Analysis in Marketing -- 3.5.1 Data Distribution Analysis -- 3.5.2 Correlation and Covariance -- 3.5.3 Visual Exploratory Techniques -- 3.6 Analyzing Marketing Campaign Performance -- 3.6.1 Key Performance Indicators -- 3.6.2 Techniques for Analyzing Marketing Campaign Performance -- 3.6.3 The Role of Descriptive Analytics in Marketing Campaign Performance Analysis -- 3.7 Practical Example: Descriptive Analytics for a Beverage Company's Social Media Marketing Campaign -- 3.7.1 Data Collection and Preparation |
| ctrlnum | (OCoLC)1437872193 (DE-599)BVBBV049729294 |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00000nmm a2200000 c 4500</leader><controlfield tag="001">BV049729294</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20240828</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">240604s2024 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781394258734</subfield><subfield code="9">9781394258734</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1437872193</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV049729294</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield><subfield code="a">DE-945</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Brown, Iain</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Mastering marketing data science</subfield><subfield code="b">a comprehensive guide for today's marketers</subfield><subfield code="c">Iain Brown</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Hoboken, NJ</subfield><subfield code="b">Wiley</subfield><subfield code="c">2024</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (xv, 415 Seiten)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Wiley and SAS business series</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Datenanalyse</subfield><subfield code="0">(DE-588)4123037-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Data Science</subfield><subfield code="0">(DE-588)1140936166</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Datenmanagement</subfield><subfield code="0">(DE-588)4213132-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Data Science</subfield><subfield code="0">(DE-588)1140936166</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Datenanalyse</subfield><subfield code="0">(DE-588)4123037-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="3"><subfield code="a">Datenmanagement</subfield><subfield code="0">(DE-588)4213132-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Online-Ausgabe, epub</subfield><subfield code="z">9781394258727</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe, Cloth</subfield><subfield code="z">9781394258710</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-PQE</subfield><subfield code="a">ZDB-4-NLEBK</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-035071524</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://ebookcentral.proquest.com/lib/th-deggendorf/detail.action?docID=31309751</subfield><subfield code="l">DE-1050</subfield><subfield code="p">ZDB-30-PQE</subfield><subfield code="q">FHD01_PQE_Kauf</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3885296</subfield><subfield code="l">DE-945</subfield><subfield code="p">ZDB-4-NLEBK</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV049729294 |
| illustrated | Not Illustrated |
| indexdate | 2024-08-29T00:07:56Z |
| institution | BVB |
| isbn | 9781394258734 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-035071524 |
| oclc_num | 1437872193 |
| open_access_boolean | |
| owner | DE-1050 DE-945 |
| owner_facet | DE-1050 DE-945 |
| physical | 1 Online-Ressource (xv, 415 Seiten) |
| psigel | ZDB-30-PQE ZDB-4-NLEBK ZDB-30-PQE FHD01_PQE_Kauf |
| publishDate | 2024 |
| publishDateSearch | 2024 |
| publishDateSort | 2024 |
| publisher | Wiley |
| record_format | marc |
| series2 | Wiley and SAS business series |
| spelling | Brown, Iain Verfasser aut Mastering marketing data science a comprehensive guide for today's marketers Iain Brown Hoboken, NJ Wiley 2024 1 Online-Ressource (xv, 415 Seiten) txt rdacontent c rdamedia cr rdacarrier Wiley and SAS business series Marketing (DE-588)4037589-4 gnd rswk-swf Datenanalyse (DE-588)4123037-1 gnd rswk-swf Data Science (DE-588)1140936166 gnd rswk-swf Datenmanagement (DE-588)4213132-7 gnd rswk-swf Marketing (DE-588)4037589-4 s Data Science (DE-588)1140936166 s Datenanalyse (DE-588)4123037-1 s Datenmanagement (DE-588)4213132-7 s DE-604 Erscheint auch als Online-Ausgabe, epub 9781394258727 Erscheint auch als Druck-Ausgabe, Cloth 9781394258710 |
| spellingShingle | Brown, Iain Mastering marketing data science a comprehensive guide for today's marketers Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- About the Author -- Chapter 1 Introduction to Marketing Data Science -- 1.1 What Is Marketing Data Science? -- 1.2 The Role of Data Science in Marketing -- 1.3 Marketing Analytics Versus Data Science -- 1.4 Key Concepts and Terminology -- 1.4.1 Data Science -- 1.4.2 Data Visualization -- 1.4.3 Customer Segmentation -- 1.4.4 Predictive Analytics -- 1.4.5 Machine Learning -- 1.4.6 Natural Language Processing -- 1.4.7 Marketing Mix Modeling -- 1.4.8 Big Data -- 1.5 Structure of This Book 1.6 Practical Example 1: Applying Data Science to Improve Cross-Selling in a Retail Bank Marketing Department -- 1.6.1 Data Collection -- 1.6.2 Data Preparation -- 1.6.3 Customer Segmentation -- 1.6.4 Product Recommendation Modeling -- 1.6.5 Campaign Design -- 1.6.6 A/B Testing and Evaluation -- 1.6.7 Monitoring and Refinement -- 1.7 Practical Example 2: The Impact of Data Science on a Marketing Campaign -- 1.8 Conclusion -- 1.9 References -- Chapter 2 Data Collection and Preparation -- 2.1 Introduction -- 2.2 Data Sources in Marketing: Evolution and the Emergence of Big Data 2.2.1 Traditional Data Sources -- 2.2.2 The Emergence of Modern Data Sources -- 2.2.3 Big Data and Its Impact on Marketing -- 2.3 Data Collection Methods -- 2.3.1 Surveys and Questionnaires -- 2.3.2 Web Scraping -- 2.3.3 Application Programming Interfaces -- 2.3.4 Data Purchase -- 2.3.5 Observational Data -- 2.4 Data Preparation -- 2.4.1 Data Cleaning -- 2.4.2 Data Integration -- 2.4.3 Data Transformation -- 2.4.4 Data Reduction -- 2.5 Practical Example: Collecting and Preparing Data for a Customer Churn Analysis -- 2.6 Conclusion -- 2.7 References -- Chapter 3 Descriptive Analytics in Marketing 3.1 Introduction -- 3.2 Overview of Descriptive Analytics -- 3.2.1 The Role of Descriptive Analytics in Marketing -- 3.2.2 Key Techniques in Descriptive Analytics -- 3.2.3 The Importance of Data Visualization -- 3.3 Descriptive Statistics for Marketing Data -- 3.3.1 Measures of Central Tendency -- 3.3.2 Measures of Dispersion -- 3.3.3 Measures of Association -- 3.3.4 Symmetry and Skewness -- 3.4 Data Visualization Techniques -- 3.4.1 Bar Charts and Histograms -- 3.4.2 Line Charts and Time Series Plots -- 3.4.3 Scatterplots and Bubble Charts -- 3.4.4 Heat Maps and Geographic Maps 3.4.5 Visualization Best Practices -- 3.5 Exploratory Data Analysis in Marketing -- 3.5.1 Data Distribution Analysis -- 3.5.2 Correlation and Covariance -- 3.5.3 Visual Exploratory Techniques -- 3.6 Analyzing Marketing Campaign Performance -- 3.6.1 Key Performance Indicators -- 3.6.2 Techniques for Analyzing Marketing Campaign Performance -- 3.6.3 The Role of Descriptive Analytics in Marketing Campaign Performance Analysis -- 3.7 Practical Example: Descriptive Analytics for a Beverage Company's Social Media Marketing Campaign -- 3.7.1 Data Collection and Preparation Marketing (DE-588)4037589-4 gnd Datenanalyse (DE-588)4123037-1 gnd Data Science (DE-588)1140936166 gnd Datenmanagement (DE-588)4213132-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4123037-1 (DE-588)1140936166 (DE-588)4213132-7 |
| title | Mastering marketing data science a comprehensive guide for today's marketers |
| title_auth | Mastering marketing data science a comprehensive guide for today's marketers |
| title_exact_search | Mastering marketing data science a comprehensive guide for today's marketers |
| title_full | Mastering marketing data science a comprehensive guide for today's marketers Iain Brown |
| title_fullStr | Mastering marketing data science a comprehensive guide for today's marketers Iain Brown |
| title_full_unstemmed | Mastering marketing data science a comprehensive guide for today's marketers Iain Brown |
| title_short | Mastering marketing data science |
| title_sort | mastering marketing data science a comprehensive guide for today s marketers |
| title_sub | a comprehensive guide for today's marketers |
| topic | Marketing (DE-588)4037589-4 gnd Datenanalyse (DE-588)4123037-1 gnd Data Science (DE-588)1140936166 gnd Datenmanagement (DE-588)4213132-7 gnd |
| topic_facet | Marketing Datenanalyse Data Science Datenmanagement |
| work_keys_str_mv | AT browniain masteringmarketingdatascienceacomprehensiveguidefortodaysmarketers |