Marketing Analytics: Based on First Principles

ISBN-13: 9781352013191

Robert W. Palmatier (University of Washi;Associate Professor J. Andrew Petersen;Associate Professor Frank Germann

Opis

Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.

Spis treści

Chapter 1 – Introduction to Marketing Analytics Based on First Principles PART ONE – ALL CUSTOMERS DIFFER Chapter 2 – Understanding Marketing Principles #1: All Customers Differ Chapter 3 – Cluster Analysis for Segmentation Chapter 4 – Discriminant Analysis for Targeting and Classification Chapter 5 – Perceptual and Preference Mapping for Competitive Positioning PART TWO – ALL CUSTOMERS CHANGE Chapter 6 – Understanding Marketing Principle #2: All Customers Change Chapter 7 – RFM Analysis Chapter 8 – Logistic Regression Chapter 9 – Customer Lifetime Value PART THREE – ALL COMPETITORS REACT Chapter 10 – Understanding Marketing Principle #3: All Competitors React Chapter 11 – Survey Design and Testing to Derive Customer Insights Chapter 12 – Conjoint Analysis for Product and Pricing Decisions Chapter 13 – Forecasting Sales for New Products PART FOUR – ALL RESOURCES ARE LIMITED Chapter 14 - Understanding Marketing Principle #4: All Resources are Limited Chapter 15 – Using Marketing Mix Models to Optimize the Marketing Mix Chapter 16 – Using Marketing Experiments to Optimize the Marketing Mix Chapter 17 – Using Topic Models to Glean Customer Insights