Marketing analytics : a practical guide to real marketing science /

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Bibliographic Details
Author / Creator:Grigsby, Mike.
Imprint:London : Philadelphia : Kogan Page, 2015.
Description:1 online resource.
Language:English
Subject:Marketing research.
Marketing.
Marketing.
Marketing research.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/10299467
Hidden Bibliographic Details
ISBN:9780749474188 (electronic bk.)
0749474181 (electronic bk.)
9780749474171 (paperback)
0749474173 (paperback)
Notes:Description based on print version record.
Other form:Original 9780749474171 0749474173
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 .