Data Mining and Market Intelligence for Optimal Marketing Returns - Couverture rigide

Chiu, Susan; Tavella, Domingo

Couverture rigide

ISBN 10 : 0750682345 ISBN 13 : 9780750682343

Editeur : Butterworth-Heinemann Ltd, 2008

Synopsis

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.

A propos du livre

À propos de l?auteur

Director of Business Intelligence Center at Ingram Micro, Inc., where she is responsible for advanced analytics and marketing research consulting. Susan Chiu has over 15 years of quantitative marketing research experience and has held positions in analytics, data mining, and business intelligence with Cisco Systems, Wells Fargo, Providian Bancorp, and Safeway Corporation. Susan Chiu has a Masters degree in Statistics from Stanford University. Domingo Tavella is Adjunct Professor at Berkeley s Haas School of Business, where he teaches quantitative finance at the Masters in Financial Engineering program. He is also president of Octanti Associates, a boutique consulting firm in quantitative techniques for financial risk modelling. Domingo Tavella has extensive expertise in data analysis and modelling techniques applied to a large variety of situations, ranging from business issues to complex engineering problems. Prior to his involvement with UC Berkeley and the finance world, Domingo Tavella was a senior scientist at NASA Ames Research Center, where he pioneered the application of distributed supercomputing in solving aeronautical engineering problems. He has written two successful books on quantitative modelling applied to finance (Wiley and Sons). Domingo holds a Ph.D. in Aeronautical Engineering from Stanford University and an MBA from UC Berkeley.

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 2008
• Langue: anglais
• ISBN 10: 0750682345
• ISBN 13: 9780750682343
• Reliure: Relié
• Nombre de pages: 294
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible