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
Autores principales: Venkatesan, Rajkumar (Autor), Wilcox, Ronald T. (Autor), Farris, Paul W. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Charlottesville : Darden Business Publishing, University of Virginia Press, 2021.
Colección:Book collections on Project MUSE.
Temas:
Marketing > Statistical methods
Marketing research
Marketing > Management
Marketing research.
Marketing > Statistical methods.
Marketing > Management.
Electronic books.
Acceso en línea:Texto completo

MARC

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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. 
264 3 |a Baltimore, Md. :  |b Project MUSE,   |c 2021 
264 4 |c ©2021. 
300 |a 1 online resource (312 pages). 
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490 0 |a Darden business publishing 
505 0 |a 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. 
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 |a Description based on print version record. 
650 7 |a Marketing  |x Statistical methods  |2 fast  |0 (OCoLC)fst01010250 
650 7 |a Marketing research  |2 fast  |0 (OCoLC)fst01010284 
650 7 |a Marketing  |x Management  |2 fast  |0 (OCoLC)fst01010209 
650 0 |a Marketing research. 
650 0 |a Marketing  |x Statistical methods. 
650 0 |a Marketing  |x Management. 
655 7 |a Electronic books.   |2 local 
700 1 |a Wilcox, Ronald T.,  |e author. 
700 1 |a Farris, Paul W.,  |e author. 
710 2 |a Project Muse.  |e distributor 
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856 4 0 |z Texto completo  |u https://projectmuse.uam.elogim.com/book/80786/ 
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945 |a Project MUSE - 2021 Complete 
945 |a Project MUSE - 2021 Education and Rhetoric 

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