Marketing Analytics
For Strategic Decision-Making
Price: 599.00 INR
ISBN:
9780190130862
Publication date:
25/03/2021
Paperback
480 pages
Price: 599.00 INR
ISBN:
9780190130862
Publication date:
25/03/2021
Paperback
480 pages
First Edition
Moutusy Maity & Pavankumar Gurazada
Analytics is taking up an increasingly larger role in a marketer’s everyday decision-making. With a change in the customers’ nature of buying behaviour, there is a need for marketers to understand and use technology-enhanced data collection and analysis methods. Marketing Analytics: For Strategic Decision-Making has been written from a marketing perspective to provide a comprehensive overview of the analytical methods that are pertinent and important for a marketer through illustrations that make use of appropriate data sets and apply software such as R, SPSS and Excel.
Rights: World Rights
First Edition
Moutusy Maity & Pavankumar Gurazada
Description
Designed primarily for the students of MBA specializing in Marketing and written in a lucid manner, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics.
First Edition
Moutusy Maity & Pavankumar Gurazada
Table of contents
Section I: The Need for Marketing Analytics
- Marketing Analytics and Marketing Research
- Marketing Analytics: Data including Web Analytics
- Descriptive Analysis
- A Primer on Machine Learning for Marketing Analytics
- Correlation and Regression
- Experimental Design
- Advertising Analytics
- Consumer Perception, Consumer Preference and Customer Portfolio Management
- Customer Acquisition
- Customer Retention
- Collecting and Understanding Social Media Data
- Chapter 12: Visualizing Consumer Engagement
- Chapter 13: Simulating Social Media Data Generating Mechanisms
- Chapter 14: Analyzing Social Network Data
- Chapter 15: Mining Meaning from Text
- Chapter 16: Collecting Unstructured Data in Offline Marketing Research
- Chapter 17: Coda
First Edition
Moutusy Maity & Pavankumar Gurazada
Features
• Provides comprehensive coverage of marketing analytics and its applications in the real world • Includes a dedicated chapter on understanding machine learning for marketing analytics • Presents all exercises demonstrating analytical concepts in at least two of the following analytics software: R-language programming, SPSS or Excel • Includes ample number of examples for students to practise and learn the basics of marketing analytics Instructor resources (a) Powerpoint slides (b) Instructor Manual
First Edition
Moutusy Maity & Pavankumar Gurazada
Description
Designed primarily for the students of MBA specializing in Marketing and written in a lucid manner, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics.
Read MoreTable of contents
Section I: The Need for Marketing Analytics
- Marketing Analytics and Marketing Research
- Marketing Analytics: Data including Web Analytics
- Descriptive Analysis
- A Primer on Machine Learning for Marketing Analytics
- Correlation and Regression
- Experimental Design
- Advertising Analytics
- Consumer Perception, Consumer Preference and Customer Portfolio Management
- Customer Acquisition
- Customer Retention
- Collecting and Understanding Social Media Data
- Chapter 12: Visualizing Consumer Engagement
- Chapter 13: Simulating Social Media Data Generating Mechanisms
- Chapter 14: Analyzing Social Network Data
- Chapter 15: Mining Meaning from Text
- Chapter 16: Collecting Unstructured Data in Offline Marketing Research
- Chapter 17: Coda