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Marketing analytics : essential tools for data-driven decisions /
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Charlottesville :
Darden Business Publishing, University of Virginia Press,
2021.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 003 | OCoLC | ||
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| 100 | 1 | |a Venkatesan, Rajkumar, |e author. | |
| 245 | 1 | 0 | |a Marketing analytics : |b essential tools for data-driven decisions / |c Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox. |
| 264 | 1 | |a Charlottesville : |b Darden Business Publishing, University of Virginia Press, |c 2021. | |
| 300 | |a 1 online resource (x, 294 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | 0 | |t Resource Allocation -- |t Cluster Analysis -- |t Conjoint Analysis -- |t Linear Regression -- |t Customer Lifetime Value -- |t Marketing Experiments -- |t Paid Search Advertising -- |t Text Analytics -- |t Logistic Regression -- |t Recommendation Systems -- |t Automation of Marketing Models -- |t Implementing Marketing Analytics. |
| 520 | |a "A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"-- |c Provided by publisher | ||
| 588 | 0 | |a Online resource; title from digital title page (viewed on January 27, 2022). | |
| 590 | |a JSTOR |b Books at JSTOR Demand Driven Acquisitions (DDA) | ||
| 590 | |a JSTOR |b Books at JSTOR All Purchased | ||
| 650 | 0 | |a Marketing |x Management. | |
| 650 | 0 | |a Marketing |x Statistical methods. | |
| 650 | 0 | |a Marketing research. | |
| 650 | 6 | |a Marketing |x Gestion. | |
| 650 | 6 | |a Marketing |x Méthodes statistiques. | |
| 650 | 6 | |a Marketing |x Recherche. | |
| 650 | 6 | |a Livres numériques. | |
| 650 | 7 | |a e-books. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Education. |2 bisacsh | |
| 650 | 7 | |a Marketing |x Management |2 fast |0 (OCoLC)fst01010209 | |
| 650 | 7 | |a Marketing research |2 fast |0 (OCoLC)fst01010284 | |
| 650 | 7 | |a Marketing |x Statistical methods |2 fast |0 (OCoLC)fst01010250 | |
| 700 | 1 | |a Farris, Paul W., |e author. | |
| 700 | 1 | |a Wilcox, Ronald T., |e author. | |
| 776 | 0 | 8 | |i Print version: |a Venkatesan, Rajkumar. |t Marketing analytics. |d Charlottesville : Darden Business Publishing, University of Virginia Press, 2021 |z 9780813945156 |w (DLC) 2020037900 |w (OCoLC)1193559495 |
| 856 | 4 | 0 | |u https://jstor.uam.elogim.com/stable/10.2307/j.ctv1bd4mz9 |z Texto completo |
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