Marketing Database Analytics : Transforming Data for Competitive Advantage

Name: Marketing Database Analytics : Transforming Data for Competitive Advantage
Brand: Routledge
SKU: 9780415657884
Price: 11218.00 INR
Availability: InStock
ISBN: 9780415657884

Contributor(s): Banasiewicz, Andrew D. Author Format: Paperback

Paperback · ISBN 9780415657884

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Key Specifications

ISBN	9780415657884
Publisher	Routledge
Publication date	May 2013
Language	English
MRP	£70.99 GBP
Page count	400
Item weight	145 g

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.

Focusing specifically on quantitative marketing metrics, the book:

Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification
Establishes the importance of database analytics, integrating both business and marketing practice
Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data
Includes cases and exercises to guide students' learning

Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

Marketing Database Analytics : Transforming Data for Competitive Advantage

Key Specifications

Banasiewicz, Andrew D. Author

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