Marketing Analytics by Mike Grigsby - 9781398608214

Marketing AnalyticsA Practical Guide to Improving Consumer Insights Using Data Techniques\nAuthor(s): Mike Grigsby\nFormat: Hardback\nPublisher: Kogan Page Ltd, United Kingdom\nImprint: Kogan Page Ltd\nISBN-13: 9781398608214, 978-1398608214\nSynopsis\nWho is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more.\n Marketing Analytics enables you to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use.\n\n.