Data Mining and Market Intelligence for Optimal Marketing Returns

1. Auflage 2008
ISBN: 978-0-7506-8234-3
Verlag: Taylor & Francis Ltd

Buch, Englisch, 294 Seiten, Format (B × H): 161 mm x 245 mm, Gewicht: 531 g

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.

Zielgruppe

Professional Practice & Development

Autoren/Hrsg.

Chiu, Susan

Tavella, Domingo

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today’s Marketing WorldChapter 2: Marketing Spending Models and OptimizationChapter 3: Metric OverviewChapter 4: Multi-channel Campaign Performance Reporting and OptimizationChapter 5: Understanding the Market through Marketing ResearchChapter 6: Data and Statistics Overview Chapter 7: Introduction to Data Mining Chapter 8: Audience SegmentationChapter 9: Data Mining for Customer Acquisition, Retention and Growth: Case Study #1 Direct Mail Targeting for New Customer Acquisition Case Study #2 Attrition Modeling for Customer Retention Case Study #3 Customer Growth ModelChapter 10: Data Mining for Cross-Selling and Bundled Marketing: Case Study #1 E-Commerce Cross-Sell Case Study #2 Online Advertising PromotionsChapter 11: Web AnalyticsChapter 12: Search Marketing Analytics

Über Autor(innen)

Susan Chiu, Domingo Tavepson