Marketing Analytics: A Practical Guide to Real Marketing Science
- 3h 29m
- Mike Grigsby
- Kogan Page
- 2015
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, segmenting data, testing campaign effectiveness, and forecasting demand.
Assuming no prior knowledge, Marketing Analytics introduces concepts relating to statistics, marketing strategy, and consumer behavior and then works through a series of problems by providing various data modeling options as solutions. By using this format of presenting a problem and multiple ways to solve it, this book both makes marketing science accessible to beginners and aids the more experienced practitioner in understanding the more complex aspects of data analytics to refine their skills and compete more effectively in the workplace.
About the Author
Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of practitioner experience at the forefront of marketing science and data analytics, he now heads up the strategic retail analysis practice at Targetbase. He is also known for his academic work, having written articles for academic and trade journals, and currently teaches at the University of Texas at Dallas. He is a regular speaker at trade conventions and seminars.
In this Book
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A (Little) Statistical Review
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Brief Principles of Consumer Behaviour and Marketing Strategy
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Modelling Dependent Variable Techniques (with One Equation): What are the Things that Drive Demand?
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Who is Most Likely to Buy and How do I Target?
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When are My Customers Most Likely to Buy?
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Modelling Dependent Variable Techniques (with More than One Equation)
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Modelling Inter-Relationship Techniques: What does My (Customer) Market Look Like?
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Segmentation: Tools and Techniques
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Marketing Research
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Statistical Testing: How do I Know What Works?
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Capstone: Focusing on Digital Analytics
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The Finale: What Should You Take Away from this? Any Other Stories/Soap Box Rants?
