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Informationen zum Autor Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA. J. Andrew Petersen is an Associate Professor of Marketing at the Pennsylvania State University, USA. Frank Germann is Associate Professor of Marketing at the University of Notre Dame, USA Zusammenfassung All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier’s dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to:· Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework.· Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions.· Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics.· Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software.Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach. Inhaltsverzeichnis Chapter 1 – Introduction to Marketing Analytics Based on First PrinciplesPART ONE – ALL CUSTOMERS DIFFERChapter 2 – Understanding Marketing Principles #1: All Customers DifferChapter 3 – Cluster Analysis for SegmentationChapter 4 – Discriminant Analysis for Targeting and ClassificationChapter 5 – Perceptual and Preference Mapping for Competitive PositioningPART TWO – ALL CUSTOMERS CHANGEChapter 6 – Understanding Marketing Principle #2: All Customers ChangeChapter 7 – RFM AnalysisChapter 8 – Logistic RegressionChapter 9 – Customer Lifetime ValuePART THREE – ALL COMPETITORS REACTChapter 10 – Understanding Marketing Principle #3: All Competitors ReactChapter 11 – Survey Design and Testing to Derive Customer InsightsChapter 12 – Conjoint Analysis for Product and Pricing DecisionsChapter 13 – Forecasting Sales for New ProductsPART FOUR – ALL RESOURCES ARE LIMITEDChapter 14 - Understanding Marketing Principle #4: All Resources are LimitedChapter 15 – Using Marketing Mix Models to Optimize the Marketing MixChapter 16 – Using Marketing Experiments to Optimize the Marketing MixChapter 17 – Using Topic Models to Glean Customer Insights...
