Marketing analytics : essential tools for data-driven decisions /

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"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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Venkatesan, Rajkumar (Autor), Farris, Paul W. (Autor), Wilcox, Ronald T. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Charlottesville : Darden Business Publishing, University of Virginia Press, 2021.
Temas:
Marketing > Management.
Marketing > Statistical methods.
Marketing research.
Marketing > Gestion.
Marketing > Méthodes statistiques.
Marketing > Recherche.
Livres numériques.
e-books.
BUSINESS & ECONOMICS > Education.
Marketing > Management
Marketing research
Marketing > Statistical methods
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Resource Allocation
  • Cluster Analysis
  • Conjoint Analysis
  • Linear Regression
  • Customer Lifetime Value
  • Marketing Experiments
  • Paid Search Advertising
  • Text Analytics
  • Logistic Regression
  • Recommendation Systems
  • Automation of Marketing Models
  • Implementing Marketing Analytics.

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