Cutting Edge Marketing Analytics: Real World Cases And Data Sets For Hands On Learning

Hardcover | June 30, 2014

byRajkumar Venkatesan, Paul Farris, Ronald T. Wilcox

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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

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From the Publisher

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 metho...

From the Jacket

“Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation.... The material presented in the book strikes the right balance of rigorous analysis and strategic relevance.”--V. Kumar, Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. ...

Bank of America Research Professor of Business Administration Rajkumar Venkatesan teaches “Marketing Strategy” and “Big Data in Marketing” in the MBA, Executive MBA, and Global Executive MBA programs at Darden. Venkatesan’s research focuses on developing customer-centric marketing strategies that provide measurable financial results. V...

other books by Rajkumar Venkatesan

Format:HardcoverDimensions:320 pages, 9.1 × 7.2 × 1.1 inPublished:June 30, 2014Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0133552527

ISBN - 13:9780133552522

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Extra Content

Table of Contents

Foreword     xiv
Introduction     1
Section I: Resource Allocation     5
Chapter 1: A Resource-Allocation Perspective for Marketing Analytics     6
Chapter 2: Dunia Finance LLC     18
Section II: Product Analytics     33
Chapter 3: Cluster Analysis for Segmentation     34
Chapter 4: Segmentation at Sticks Kebob Shop     43
Chapter 5: A Practical Guide to Conjoint Analysis     55
Chapter 6: Portland Trail Blazers     65
Section III: Marketing-Mix Analytics     77
Chapter 7: Multiple Regression in Marketing-Mix Models     78
Chapter 8: Design of Price and Advertising Elasticity Models     90
Chapter 9: SVEDKA Vodka     103
Section IV: Customer Analytics     133
Chapter 10: Customer Lifetime Value     134
Chapter 11: Netflix: The Customer Strikes Back     144
Chapter 12: Retail Relay     153
Chapter 13: Logistic Regression     169
Chapter 14: Retail Relay Revisited     181
Section V: Digital Analytics     183
Chapter 15: Designing Marketing Experiments     184
Chapter 16: Transformation of Marketing at the Ohio Art Company     193
Chapter 17: Paid Search Advertising     211
Chapter 18: Motorcowboy: Getting a Foot in the Door     227
Chapter 19: VinConnect, Inc.: Digital Marketing Strategy     239
Chapter 20: Cardagin: Local Mobile Rewards     261
Section VI: Resource Allocation Revisited     278
Chapter 21: Dunia Finance LLC Revisited     279
Chapter 22: Implementing Marketing Analytics     282
Index     290

Editorial Reviews

“Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation. Based on my experience advising firms, I believe that the material presented in the book strikes the right balance of rigorous analysis and strategic relevance. Case studies presented in the book provide the necessary context for the application of statistical tools and allow managers and MBA students to learn the challenges in implementing analytics.”--V. Kumar, Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University “This is exactly the book I have been looking for to teach customer analytics! It will fill an important gap in the market as it teaches practical approaches to gain customer insights based on big data that is increasingly available to organizations.”--Harald J. van Heerde, MSc, Ph.D., Research Professor of Marketing, Massey University, School of Communication, Journalism, and Marketing “Retail’s transformation is still in the early innings. The Internet and mobile have combined to create unprecedented insight into consumer behavior and customer preferences unbound by time or space. Mastery of marketing and customer analytics has become ‘table stakes’ for understanding and pleasing the customer--job one in retail. Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by reading this book.”--Matt Kaness, Chief Strategy Officer, Urban Outfitters “I strongly recommend Cutting-Edge Marketing Analytics for managers seeking to build an analytics-driven marketing function. In this book, the authors have struck the right balance of analytical sophistication and managerial relevance. The case studies provide a good opportunity for applying the analytics techniques to real problems.”--Nino Ninov, Vice President, Strategic Research and Analysis, Rosetta Stone