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

by Venkatesan, Rajkumar; Farris, Paul; Wilcox, Ronald T.

• ISBN13: 9780133552522
• ISBN10: 0133552527
• Edition: 1st
• Format: Hardcover
• Copyright: 2014-06-30
• Publisher: Pearson FT Press

Summary

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

Author Biography

Rajkumar Venkatesan (Charlottesville, VA) is Bank of America Research Associate Professor of Business Administration at Darden Graduate School of Business, U. of Virginia. His research focuses on developing customer-centric marketing strategies that provide measurable financial results. His work has appeared in leading journals including the Harvard Business Review. He has earned several prestigious marketing research awards, was named one of the Top 20 rising young scholars in marketing by the Marketing Science Institute, and was recognized by poets and quants magazine as one of the top 40 business school professors under 40. He has consulted on marketing analytics with firms throughout the technology, insurance, industrial, retailing, and pharmaceutical industries; and was a worldwide finalist in IBM's Informs Practice Prize Competition.

 

Paul W. Farris (Charlottesville, VA) is Landmark Communications Professor of Business at U. of Virginia's Darden Graduate School of Business Administration. He taught at the Harvard Business School, and has worked in marketing management for UNILEVER, Germany, and in account management for the LINTAS advertising agency. His research on marketing productivity and budgeting has been published in over sixty articles appearing in professional journals such as Harvard Business Review, Marketing Science, Decision Sciences, and the Sloan Management Review. A current or past member of the editorial boards for several leading publications, he was Academic Trustee of the Marketing Science Institute. Farris's Marketing Metrics: 50+ Metrics Every Executive Should Master was named Marketing Book of the Year by Strategy + Business.

 

Ronald T. Wilcox (Charlottesville, VA), Professor at U. of Virginia's Darden Graduate School of Business Administration, currently teaches Marketing Intelligence and Investor Behavior and Imperfect Markets. His research, focused on financial services marketing and its interface with public policy, has appeared in several leading marketing and finance journals. His work has also appeared in The Wall Street Journal, Washington Post, BusinessWeek, Fortune, Forbes and The Weekly Standard. He is author Whatever Happened to Thrift? Why Americans Don’t Save and What to Do About It.

Table of Contents

I: Resource Allocation

II: Product Analytics

III: Marketing Mix Analytics

IV: Customer Analytics

V: Digital Marketing Analytics

VI: Resource Allocation Revisited

 

The most practical, intuitive and hands-on guide to marketing analytics, for both professionals and graduate students in the field.