Marketing Analytics: A Practical Guide to Real Marketing

Marketing Analytics: A Practical Guide to Real Marketing Science

Marketing Analytics arms business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing problems, from pulling a targeted list and segmenting data to testing campaign effectiveness and forecasting demand. Assuming no prior knowledge, this book outlines everything practitioners need to 'do' marketing science and demonstrate value to their organization. It introduces concepts relating to statistics, marketing strategy and consumer behaviour and then works through a series of marketing problems in a straightforward, jargon-free way. It demonstrates solutions for various data modelling scenarios and includes full workings and critical analyses to reinforce the key concepts.

By starting with the marketing problem and then sharing a series of data modelling options on how to solve it, Marketing Analytics both makes marketing science accessible for beginners and aids the more seasoned practitioner in getting to grips with the trickier technical aspects of data analytics to refine their marketing skills and toolkit and compete more effectively in the marketplace.

Online supporting resources for this book include a bank of test questions as well as data sets relating to a number of chapters.

About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.

Country	USA
Author	Mike Grigsby
Binding	Kindle Edition
Edition	1
EISBN	9780749474188
Format	Kindle eBook
Label	Kogan Page
Manufacturer	Kogan Page
NumberOfPages	236
PublicationDate	2015-06-03
Publisher	Kogan Page
ReleaseDate	2015-06-03
Studio	Kogan Page

Marketing Analytics: A Practical Guide to Real Marketing Science

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