Marketing Analytics: A Machine Learning Approach

ISBN-13: 9781774910887 / Angielski / Twarda / 2023 / 350 str.

Mansurali, A.

Opis

A comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automate analytical model building. It covers segmentation and targeting, statistics, marketing metrics, buying behavior, neuromarketing techniques, new product development, web and social media analytics, etc.

Recenzje

“An interesting and novel book that deals with marketing analytics in modern organizations. It presents in accessible form complex information and theoretical perspectives that are often difficult to grasp for the non-marketing expert. The book is particularly significant due to its breadth of coverage. It touches on all essential aspects of machine learning and marketing analytics. If you are a marketing professional, researcher, or student interested in marketing analytics and machine learning, then this book is for you. I have read a number of books in the field, but this book draws my attention because it is comprehensive and well-constructed.”
—Prof. Dieu Hack-Polay, Professor of Management, Crandall University, Canada; Associate Professor of Organizational Studies, University of Lincoln, UK

Spis treści

1. Introduction to Marketing Analytics 2. Statistics for Marketing 3. Evolution of Data Analytics 4. Segmentation and Targeting Analysis 5. Important Marketing Metrics: A Snapshot 6. Consumer Buying Behavior 7. Understanding Consumer Behavior Using Market Basket Analysis 8. Neuromarketing Techniques for Consumer Analytics 9. New Product Development 10. Natural Language Processing for Branding 11. Forecasting Sales and Price 12. Sales Prediction and Conversion 13. Role of Supply Chain Analytics in Marketing Analytics 14. Web and Social Media Analytics 15. Marketing Analytics and Its Applications