Marketing analytics : essential tools for data-driven decisions / Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox.
By: Venkatesan, Rajkumar [author.].
Contributor(s): Farris, Paul W [author.] | Wilcox, Ronald T [author.].
Material type:
BookPublisher: Charlottesville, Va. : Darden Business Publishing, 2021Description: 1 online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9780813945163 (electronic bk.) ; 9780813945156.Call No.:
HF5415.127
.V453 2021
Subject(s): Marketing -- Management | Marketing -- Statistical methods | Marketing researchOnline resources: Electronic Resources Bibliography, etc. Note: Includes bibliographical references and index.Summary: "A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"-- Provided by publisher
Includes bibliographical references and index.
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"-- Provided by publisher
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