Marketing Analytics: Essential Tools for Data-Driven Decisions - Couverture rigide

Venkatesan, Rajkumar; Farris, Paul W.; Wilcox, Ronald T.

 
9780813945156: Marketing Analytics: Essential Tools for Data-Driven Decisions
Couverture rigide
ISBN 10 : 0813945151 ISBN 13 : 9780813945156
Editeur : University of Virginia Press, 2021

Synopsis

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.

The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one's product or designing effective digital marketing campaigns.

Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
University of Virginia Press
Date d'édition
2021
Langue
anglais
ISBN 10 
0813945151
ISBN 13 
9780813945156
Reliure
Relié
Nombre de pages
336
Coordonnées du fabricant
non disponible
Personne responsable
non disponible