Who is most likely to buy and what is the best way to target them? How
can I use both consumer analytics and modelling to improve the impact of
marketing campaigns? Marketing Analytics takes you step-by-step
through these areas and more.
**
Marketing Analytics** enables you 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, it offers a complete resource
for how statistics, consumer analytics and modelling can be put to
optimal use.
This revised and updated third edition of Marketing Analytics
contains new material on forecasting, customer touchpoints modelling,
and a new focus on customer loyalty. With accessible language
throughout, methodologies are simplified to ensure the more complex
aspects of data and analytics are fully accessible for any level of
application. Supported by a glossary of key terms and supporting
resources consisting of datasets, presentation slides for each chapter
and a test bank of self-test question, this book supplies a concrete
foundation for optimizing marketing analytics for day-to-day business
advantage.
