Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques by Grigsby, Mike

Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques

Who is most likely to buy and what is the best way to target them? How can...
$134.73 AUD
$134.73 AUD
SKU: 9780749482169
Product Type: Books
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Author: Mike Grigsby
Format: Paperback
Language: English
Subtotal: $134.73
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Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques by Grigsby, Mike

Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques

$134.73

Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques

$134.73
Author: Mike Grigsby
Format: Paperback
Language: English

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.

Author: Mike Grigsby
Publisher: Kogan Page
Published: 04/24/2018
Pages: 240
Binding Type: Paperback
Weight: 1.05lbs
Size: 9.21h x 6.14w x 0.65d
ISBN: 9780749482169

About the Author
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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