Marketing Database Analytics

Andrew D. Banasiewicz

• 11 juli 2013
• 9781135125684

Samenvatting:

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.


Focusing specifically on quantitative marketing metrics, the book:

• Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification
• Establishes the importance of database analytics, integrating both business and marketing practice
• Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data
• Includes cases and exercises to guide students' learning