Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning

Description

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics.

For each marketing problem, the authors help you: 

• Identify the right data and analytics techniques
• Conduct the analysis and obtain insights from it
• Outline what-if scenarios and define optimal solutions
• Connect your insights to strategic decision-making

Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: 

• The real value of marketing analytics
• How to integrate quantitative analysis with managerial sensibility
• How to apply linear regression, logistic regression, cluster analysis, and Anova models
• The crucial role of careful experimental design

For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Sample Content

Table of Contents

• Section I: Resource Allocation    
• Chapter 1: A Resource-Allocation Perspective for Marketing Analytics    
• Chapter 2: Dunia Finance LLC    
• Section II: Product Analytics    
• Chapter 3: Cluster Analysis for Segmentation    
• Chapter 4: Segmentation at Sticks Kebob Shop    
• Chapter 5: A Practical Guide to Conjoint Analysis    
• Chapter 6: Portland Trail Blazers    
• Section III: Marketing-Mix Analytics    
• Chapter 7: Multiple Regression in Marketing-Mix Models    
• Chapter 8: Design of Price and Advertising Elasticity Models    
• Chapter 9: SVEDKA Vodka    
• Section IV: Customer Analytics    
• Chapter 10: Customer Lifetime Value    
• Chapter 11: Netflix: The Customer Strikes Back    
• Chapter 12: Retail Relay    
• Chapter 13: Logistic Regression    
• Chapter 14: Retail Relay Revisited    
• Section V: Digital Analytics    
• Chapter 15: Designing Marketing Experiments    
• Chapter 16: Transformation of Marketing at the Ohio Art Company    
• Chapter 17: Paid Search Advertising    
• Chapter 18: Motorcowboy: Getting a Foot in the Door    
• Chapter 19: VinConnect, Inc.: Digital Marketing Strategy    
• Chapter 20: Cardagin: Local Mobile Rewards    
• Section VI: Resource Allocation Revisited    
• Chapter 21: Dunia Finance LLC Revisited    
• Chapter 22: Implementing Marketing Analytics    
• Index
  
  

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