Marketing Analytics: A practical guide to real marketing science - Softcover

Grigsby, Mike

  • 3.87 out of 5 stars
    39 ratings by Goodreads
 
9780749474171: Marketing Analytics: A practical guide to real marketing science
Softcover
ISBN 10: 0749474173 ISBN 13: 9780749474171
Publisher: Kogan Page, 2015

Synopsis

Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs.

Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout.

Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers of Marketing Analytics will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.

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About the Author

Mike Grigsby is vice president of customer insights and advanced analytics at Brierley and Partners in Texas, US. With more than 25 years of experience, he is the former vice president of strategic business analysis and advanced analytics at Targetbase, director of marketing science for Millward Brown and has held leadership positions at Hewlett-Packard and Gap. Grigsby is also well-known in academia, having written articles for academic and trade journals. He is a teaching professor for both graduate and undergraduate levels and regularly speaks at trade conventions and seminars.

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Publisher
Kogan Page
Publication date
2015
Language
English
ISBN 10 
0749474173
ISBN 13 
9780749474171
Binding
Paperback
Edition number
1
Number of pages
248
Rating
  • 3.87 out of 5 stars
    39 ratings by Goodreads

Other Popular Editions of the Same Title

9780749479299: Marketing Analytics: A practical guide to real marketing science

Featured Edition

ISBN 10:  0749479299 ISBN 13:  9780749479299
Publisher: Kogan Page, 2016
Hardcover