Detalles de la obra

Título:
Marketing analytics
Subtítulo:
a practical guide to improving consumer insights using data techniques
Autor(es):
Grigsby, Mike
Pie de imprenta:
London: Kogan Page, 2018
Edición:
2nd.ed.
Descripción física:
xiv, 217 p. grafs. 24 x 16 cm.
Idioma:
Inglés
ISBN:
978-0-7494-8216-9
Resumen:
Contiene: I. Overview: how can marketing analytics help you?.- 1. A brief statistics review. 2. Brief principles of consumer behaviour and marketing strategy. 3. What is an insight?.- II. Dependent variable techniques.- 4. What drives demand? Modelling dependent variable techniques. 5. Who is most likely to buy and how do I target them?. 6. When are my customers most likely to buy?. 7. Panel regression: how to use a cross-sectional time series. 8. Systems of equations for modelling dependent variable techinques.- III. Inter-relationship techniques.- 9. What does my (customer) market look like? Modelling inter-realtionship techniques. 10. Segmentation: tools and techniques.- IV. More important topics for everyday marketing.- 11. Statistical testing: how do I know what works?. 12. Implementing big data and big data analytics.- V. Conclusion.- The finale: what should you take away from this?
Referencias bibliográficas:
Incluye Bibliografía
Ubicación física:
658.833 / GRI
Tipo de material:
[Material Impreso]