Description
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 aid marketers in making intelligent decisions to drive revenue and results in their organizations.
The book contains a wealth of information on marketing analytics:
- Almost 500 pages of text, covering a wide variety of decision models and metrics
- Nearly 400 figures, including diagrams, tables, and charts
- Step-by-step instructions on market segmentation, conjoint analysis, and other techniques
- Current examples demonstrating how organizations are applying models and metrics
The list of chapters below includes a sample of the topics:
- Chapter 1. Introduction - Introduction to marketing analytics
- Chapter 2. Market Insight - Market sizing and trend analysis
- Chapter 3. Market Segmentation - Segment identification, analysis, and strategy
- Chapter 4. Competitive Analysis - Competitor identification, analysis, and strategy
- Chapter 5. Business Strategy - Analytics-based strategy selection
- Chapter 6. Business Operations - Forecasting, predictive analytics, and data mining
- Chapter 7. Product and Service Analytics - Conjoint analysis and product/service metrics
- Chapter 8. Price Analytics - Pricing techniques and assessment
- Chapter 9. Distribution Analytics - Analytics-based channel evaluation and selection
- Chapter 10. Promotion Analytics - Promotion budget estimation and allocation
- Chapter 11. Sales Analytics - Metrics for sales, profitability, and support
- Chapter 12. Analytics in Action - Pivot tables and data-driven presentations
Edition: First Edition, Version 1.1, introduced November 2013. Revision 1.1 incorporates minor corrections and edits. It retains the same layout as the original release (First Edition, Version 1.0). See StephanSorger.com for a complete record of all changes.
Author: Stephan Sorger
Publisher: Createspace Independent Publishing Platform
Published: 01/31/2013
Pages: 500
Binding Type: Paperback
Weight: 1.95lbs
Size: 9.69h x 7.44w x 1.01d
ISBN13: 9781481900300
ISBN10: 1481900307
BISAC Categories:
- Business & Economics | Marketing | Research
About the Author
Stephan Sorger, M.S., M.B.A., is an authority on marketing analytics, supported with both professional and academic work on the subject. Professionally, Mr. Sorger has applied quantitative methods at leading organizations such as Oracle, 3Com, and NASA. As an instructor, Mr. Sorger has taught marketing analytics at the University of California, Berkeley Extension since 2008.
This title is not returnable