Marketing analytics : a practical guide to real marketing science /
Saved in:
| Author / Creator: | Grigsby, Mike. |
|---|---|
| Imprint: | London : Philadelphia : Kogan Page, 2015. |
| Description: | 1 online resource. |
| Language: | English |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/10299467 |
Table of Contents:
- Machine generated contents note: Foreword
- PrefaceIntroduction Part One: Overview01 A (little) statistical review
- Measures of central tendency
- Measures of dispersion
- The normal distribution
- Relations among two variables: covariance and correlation
- Probability and the sampling distribution
- Conclusion
- Checklist: You'll be the smartest person in the room if you...02 Brief principles of consumer behaviour and marketing strategy
- Introduction
- Consumer behaviour as the basis for marketing strategy
- Overview of consumer behaviour
- Overview of marketing strategy
- Conclusion
- Checklist: You'll be the smartest person in the room if you...Part Two Dependent variable techniques 03 Modelling dependent variable techniques (with one equation): what are the things that drive demand?
- Introduction
- Dependent equation type vs inter-relationship type statistics
- Deterministic vs probabilistic equations
- Business case
- Results applied to business case
- Modelling elasticity
- Technical notes
- Highlight: Segmentation and elasticity modelling can maximize revenue in a retail/clinic chain: field test results
- Abstract
- The problem and some background
- Description of the data set
- First: segmentation
- Then: elasticity modelling
- Last: test vs control
- Discussion
- Conclusion
- Checklist: You'll be the smartest person in the room if you...04 Who is most likely to buy and how do I target?
- Introduction
- Conceptual notes
- Business case
- Results applied to the model
- Lift charts
- Using the model
- collinearity overview
- Variable diagnostics
- Highlight: Using logistic regression for market basket analysis
- Abstract
- What is a market basket?
- Logistic regression
- How to estimate/predict the market basket
- Conclusion
- Checklist: You'll be the smartest person in the room if you...05 When are my customers most likely to buy?
- Introduction
- Conceptual overview of survival analysis
- Business case
- More about survival analysis
- Model output and interpretation
- Conclusion
- Highlight: Lifetime value: how predictive analysis is superior to descriptive analysis
- Abstract
- Descriptive analysis
- Predictive analysis
- An example
- Checklist: You'll be the smartest person in the room if you...06 Modelling-dependent variable techniques (with more than one equation)
- Introduction
- What are simultaneous equations?
- Why go to the trouble to use simultaneous equations?
- Desirable properties of estimators
- Business case
- Checklist: You'll be the smartest person in the room if you...Part Three Inter-relationship techniques 07 Modelling inter-relationship techniques: what does my (customer) market look like?
- Introduction
- Introduction to segmentation
- What is segmentation? What is a segment?
- Why segment? Strategic uses of segmentation
- The four Ps of strategic marketing
- Criteria for actionable segmentation
- A priori or not?
- Conceptual process
- Checklist: You'll be the smartest person in the room if you...08 Segmentation tools and techniques
- Overview
- Metrics of successful segmentation
- General analytic techniques
- Business case
- Analytics
- Comments/details on individual segments
- K-means compared to LCA
- Highlight: Why Go Beyond RFM?
- Abstract
- What is RFM?
- What is behavioural segmentation?
- What does behavioural segmentation provide that RFM does not?
- Conclusion
- Sidebar: Segmentation techniques
- Checklist: You'll be the smartest person in the room if you...Part Four Other
- 09 Marketing Research
- Introduction
- How is survey data different than database data?
- Missing value imputation
- Combating respondent fatigue
- A far too brief account of conjoint analysis
- Structural equation modelling (SEM)
- Checklist: You'll be the smartest person in the room if you...10 Statistical testing: how do I know what works?
- Everyone wants to test
- Sample size equation: use the lift measure
- A/B testing and full factorial differences
- Business case
- Checklist: You'll be the smartest person in the room if you...Part Five Capstone 11 Capstone: focusing on digital analytics
- Introduction
- Modelling engagement
- Business case
- Model conception
- How do I model multiple channels?
- ConclusionPart Six Conclusion 12 The Finale: What should you take away from this? Any other stories/soap box rants?
- What things have I learned that I'd like to pass on to you?
- What other things should you take away from all this?Glossary
- Bibliography and further reading
- Index .