Predictive Analytics for Marketers: Using Data Mining for Business Advantage

ISBN-13: 9780749479930 / Angielski / Miękka / 2018 / 272 str.

Barry Leventhal

Opis

Predictive Analytics has revolutionised marketing practice. It involves using many techniques from data mining, statistics, modelling, machine learning and artificial intelligence, to analyse current data and make predictions about unknown future events. In business terms, this enables companies to forecast consumer behaviour and much more. Predictive Analytics for Marketers will guide marketing professionals on how to apply predictive analytical tools to streamline business practices. Including comprehensive coverage of an array of predictive analytic tools and techniques, this book enables readers to harness patterns from past data, to make accurate and useful predictions that can be converted to business success. Truly global in its approach, the insights these techniques offer can be used to manage resources more effectively across all industries and sectors. Written in clear, non-technical language, Predictive Analytics for Marketers contains case studies from the author's more than 25 years of experience and articles from guest contributors, demonstrating how predictive analytics has been used to successfully achieve a range of business purposes.

Recenzje

"This book is an invaluable aid in the journey from big data to smart data usage, which is where competitive advantage rests. Leventhal delivers lashings of common sense based on erudition and experience, making this a very pragmatic and useful work." Jane Frost CBE, Chief Executive Office, Market Research Society

Spis treści

• Section - 00: Introduction to predictive analytics;
• Section - 01: How can predictive analytics help your business?;
• Section - 02: Using data mining to build predictive models;
• Section - 03: Managing the data for predictive analytics;
• Section - 04: The analytical modelling toolkit;
• Section - 05: Software solutions for predictive analytics;
• Section - 06: Predicting customer behaviour using analytical models;
• Section - 07: Predicting lifetimes - from customers to machines;
• Section - 08: How to build a customer segmentation;
• Section - 09: Accounts, baskets, citizens or businesses - applying predictive analytics in various sectors;
• Section - 10: From people to products - using predictive analytics in retail;
• Section - 11: How to benefit from social network analysis;
• Section - 12: Testing the benefits of predictive models and other marketing effects;
• Section - 13: Top tips for gaining business value from predictive analytics;

O autorze

Dr Barry Leventhal is a leading UK authority on geodemographics and a marketing analytics expert. He is Emeritus Chair of the Census and Geodemographics Group (CGG), which is an advisory board of The Market Research Society (MRS) and a leading voice in the UK information industry. He was recently awarded the MRS Gold Medal Award - the association's rarest accolade, presented for the first time since 2008 - in recognition of his lifetime of exceptional achievement and contribution to the research profession.