Marketing analytics : essential tools for data-driven decisions

Marketing analytics essential tools for data-driven decisions

"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer...

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Detalles Bibliográficos
Autor principal: Venkatesan, Rajkumar (-)
Otros Autores: Farris, Paul W., Wilcox, Ronald T.
Formato: Libro electrónico
Idioma:Inglés
Publicado: Charlottesville : Darden Business Publishing, University of Virginia Press 2021.
Colección:EBSCO Academic eBook Collection Complete.
Darden business publishing.
Acceso en línea:Conectar con la versión electrónica
Ver en Universidad de Navarra:https://innopac.unav.es/record=b46272744*spi
Tabla de Contenidos:
  • Resource Allocation
  • Cluster Analysis
  • Conjoint Analysis
  • Linear Regression
  • Customer Lifetime Value
  • Marketing Experiments
  • Paid Search Advertising
  • Text Analytics
  • Logistic Regression
  • Recommendation Systems
  • Automation of Marketing Models
  • Implementing Marketing Analytics.

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