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Understand how to apply marketing analytics techniques fearlessly, to improve consumer insights and compete more effectively in the marketplace.
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.
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
This is one of the first books I have read that covers the entire spectrum [of marketing analytics] from demand, segmentation, targeting, and how results can be calculated. In an age where marketing is becoming more and more sophisticated, this book provides the tools and the mathematics behind the facts.
Elizabeth Johnson, CEO, PathFormance
Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field.
Jeff Weiner, Senior Director, Analytics, One10
An insightful, practical book for analytics marketing practitioners. It both entertains and serves as a handbook for marketing analytics. With easy-to-follow examples, Grigsby paints a clear picture of how to execute data analytics and its role in the larger marketing and organizational goals.
Craig Armstrong, Director, Strategic Business Analysis, Targetbase
This is a great book for practitioners who have learned plenty of theories and want to learn how to apply methodologies. It is also a great, easy-to-read resource for anyone who does not have a deep theoretical background but wants to learn how analytics work in real life.
Ingrid Guo, VP, Analytics, and Managing Director, Javelin Marketing Group (Beijing)
In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science.
Kristina Domazetoska, Project Manager and Implementation Consultant at Insala – Talent Development and Mentoring Solutions
Marketing Analytics, second edition is a must-read for students and budding analytics professionals. The book illustrates concepts in statistics and marketing with real-world examples and provides solutions without getting too technical. I've found myself reaching for it on multiple occasions when I've encountered various marketing-analytics-related problems, during both my student and professional life.
Akshay Kher, Analytics Practitioner
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.
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