Marketing analytics : a practical guide to improving consumer insights using data techniques /

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Bibliographic Details
Author / Creator:Grigsby, Mike, author.
Edition:Second edition.
Imprint:London ; New York, NY : Kogan Page Limited, 2018.
Description:xiv, 217 pages : illustrations ; 24 cm
Subject:Marketing research.
Marketing research.
Format: Print Book
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Notes:Includes bibliographical references and index.
Summary:Understand how to apply marketing science techniques fearlessly, to improve consumer insights and compete more effectively in the marketplace.
Other form:Online version: Grigsby, Mike. Marketing analytics. Second edition. London ; New York : Kogan Page, 2018 9780749482176
Table of Contents:
  • Introduction to marketing analytics
  • Part one: Overview-how can marketing analytics help you?
  • A brief statistics review
  • Brief principles of consumer behaviour and marketing strategy
  • What is an insight?
  • Part two: Dependent variable techniques
  • What drives demand? Modelling dependent variable techniques
  • Who is most likely to buy and how do I target them?
  • When are my customers most likely to buy?
  • Panel regression-how to use a cross-sectional time series
  • Systems of equations for modeling dependent varialbe techniques
  • Part three: Inter-relationship techniques
  • What does my (customer) market look like? Modelling inter-relationship techniques
  • Segmentation-tools and techniques
  • Part four: More important topics for everyday marketing
  • Statistical testing-howdo I know what works?
  • Implementing big data and big data analytics
  • Part five: Conclusion
  • The finale-what should you take away from this?