The digital age has transformed the very nature of marketing. Armed with digital devices, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and t
Marketing Analytics: Strategic Models and Metrics offers marketing students and professionals a practical guide to strategic decision models and marketing metrics. The tools described in the book will
Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that
Helping tech-savvy marketers and data analysts solve real-world business problems with ExcelUsing data-driven business analytics to understand customers and improve results is a great idea in theory,
Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enable
Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segme
Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segme
The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapter
Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise resultsKey FeaturesStudy new techniques for marketing analyticsExplore uses of machine learni
The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way
Engineering, business, and other researchers from the Middle East, Asia, Europe, and Latin America present 20 chapters on the use of intelligent techniques and modeling applications in marketing a
