Marketing Database Analytics: Transforming Data for Competitive Advantage

ISBN-13: 9780415657877 / Angielski / Twarda / 2013 / 400 str.

Andrew D. Banasiewicz

Opis

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully. Focusing specifically on quantitative marketing metrics, the book: * Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification * Establishes the importance of database analytics, integrating both business and marketing practice * Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data * Includes cases and exercises to guide students' learning Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

Spis treści

1. The Informational Advantage  2. The Marketing Database Analytics Process  Part I: Need Identification  3. Organizational Objectives and Informational Needs  4. Skills and Tools  Part II: Knowledge Creation  5. Analytic Planning  6. Data Basics  7. Analytic File Creation  8. Exploratory Data Analyses  9. Segmentation  10. Behavioral Predictions  11. Action-attributable Incrementality  12. Database Scoring  13. From Findings to Knowledge  Part III: Dissemination  14. Organizational Knowledge Sharing  15. In Closing

O autorze

Andrew Banasiewicz is a lecturer at the School of Management at Boston University, USA. He has held senior level positions in marketing, database management and risk management organizations, and has authored two other books, as well as numerous articles. For a more detailed biography, visithttp://msmonline.bu.edu/faculty/andrew-banasiewicz/