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Marketing Analytics

A Practical Guide to Improving Consumer Insights Using Data Techniques

Understand how to apply marketing analytics techniques fearlessly, to improve consumer insights and compete more effectively in the marketplace.
    Paperback£29.99
    Ebook£24.99
    Print + ebook bundle£37.50
EAN: 9780749482169
Edition: 2
Published:
Paperback
Format: 235x160
240 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

About the book

Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use.

The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

About the authors

Mike Grigsby

Mike Grigsby is vice president of customer insights and advanced analytics at Brierley and Partners in Texas, US. With more than 25 years of experience, he is the former vice president of strategic business analysis and advanced analytics at Targetbase, director of marketing science for Millward Brown and has held leadership positions at Hewlett-Packard and Gap. Grigsby is also well-known in academia, having written articles for academic and trade journals. He is a teaching professor for both graduate and undergraduate levels and regularly speaks at trade conventions and seminars.

More about Mike Grigsby

This book is an invaluable toolkit of frameworks to drive consumer-centric analytics initiatives across marketing organizations. It is unique in going beyond theoretical aspects and helping practitioners apply analytics to understand consumer behaviour and identify business opportunities. Grigsby's extensive experience makes it a must-read for marketing professionals of all levels.

Anna Andrusova, Senior Data Analyst, JCPenney