Data Mining and Market Intelligence for Optimal Marketing Returns

ISBN-13: 9780750682343 / Angielski / Twarda / 2008 / 294 str.

Susan Chiu; Domingo Tavella

Opis

Providing a dual treatment of market research and data mining, this title uses a how-to approach for professionals with illustrative case studies in addition to theory. It includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure.

Spis treści

Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today’s Marketing World
Chapter 2: Marketing Spending Models and Optimization
Chapter 3: Metric Overview
Chapter 4: Multi-channel Campaign Performance Reporting and Optimization
Chapter 5: Understanding the Market through Marketing Research
Chapter 6: Data and Statistics Overview
Chapter 7: Introduction to Data Mining
Chapter 8: Audience Segmentation
Chapter 9: Data Mining for Customer Acquisition, Retention and Growth:
Case Study #1 Direct Mail Targeting for New Customer Acquisition
Case Study #2 Attrition Modeling for Customer Retention
Case Study #3 Customer Growth Model
Chapter 10: Data Mining for Cross-Selling and Bundled Marketing:
Case Study #1 E-Commerce Cross-Sell
Case Study #2 Online Advertising Promotions
Chapter 11: Web Analytics
Chapter 12: Search Marketing Analytics

O autorze

Susan Chiu, Domingo Tavepson