Marketing Analytics

Essential Tools for Data-Driven Decisions

Marketing Analytics
Paul W Farris, Rajkumar Venkatesan, Ronald T Wilcox
RRP:
NZ$ 82.99
Our Price:
NZ$ 68.47
Hardback
h229 x 178mm - 336pg
30 Jan 2021 US
International import eta 7-19 days
9780813945156
Out Of Stock
Currently no stock in-store, stock is sourced to your order
The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making. The book presents actual cases and data, allowing readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and question the link between marketing plans and customer behavior. Dealing with actual scenarios sheds light on the most pressing marketing questions, such as setting the optimal price for one' s product or designing effective digital marketing campaigns. Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.
The ability for marketers to connect their actions to broader business objectives is crucial not only to market success, but also to their standing as a valuable strategic partner in revenue generation. Marketing Analytics provides the marketer with a practical framework to help them think through the ways marketing motions can impact quantitative business goals, balance their resource allocation, and analyze the ROI. --Tiffany Pillifant, Senior Director, Marketing Effectiveness, Information Technology & Services, Thomson Reuters There is a lot in this book that I wish I had known when I was building my first company. Marketing Analytics would have made a real difference as I built the marketing capabilities at Retail Relay. --Arnie Katz, Former Chief Product and Technology Officer, StubHub; Founder Retail Relay Today' s marketers do not utilize a ' one size fits all' approach to reach their customers; instead they rely on highly specific data models and results from test-and-learn experiments to market their products. Marketing Analytics provides the key analytical tools and techniques, and business case studies with real life scenarios to help marketing professionals make data-driven decisions. It is a ' must have' for anyone with a growth mindset. --Sagar Josh, Product Manager, M&T Bank
Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.
Status: No local stock, title imported to order
ISBN-13: 9780813945156
Published: 30 Jan 2021
Published In: United States
Imprint: University of Virginia Press
Publisher: University of Virginia Press
Format: Hardback
Height: 229mm
Width: 178mm
Pages: 336

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