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Informationen zum Autor Susan Chiu, Domingo Tavepson Klappentext The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners! or too soft to serve as solid and measurable implementation guidelines! this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners. Zusammenfassung Offers a dual treatment of market research and data mining. This book uses a how-to approach for professionals with illustrative case studies in addition to theory. It includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure. Inhaltsverzeichnis Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today’s Marketing World Chapter 2: Marketing Spending Models and Optimization Chapter 3: Metric Overview Chapter 4: Multi-channel Campaign Performance Reporting and Optimization Chapter 5: Understanding the Market through Marketing Research Chapter 6: Data and Statistics Overview Chapter 7: Introduction to Data Mining Chapter 8: Audience Segmentation Chapter 9: Data Mining for Customer Acquisition, Retention and Growth: Case Study #1 Direct Mail Targeting for New Customer Acquisition Case Study #2 Attrition Modeling for Customer Retention Case Study #3 Customer Growth Model Chapter 10: Data Mining for Cross-Selling and Bundled Marketing: Case Study #1 E-Commerce Cross-Sell Case Study #2 Online Advertising Promotions Chapter 11: Web Analytics Chapter 12: Search Marketing Analytics
List of contents
Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today's Marketing World
Chapter 2: Marketing Spending Models and Optimization
Chapter 3: Metric Overview
Chapter 4: Multi-channel Campaign Performance Reporting and Optimization
Chapter 5: Understanding the Market through Marketing Research
Chapter 6: Data and Statistics Overview
Chapter 7: Introduction to Data Mining
Chapter 8: Audience Segmentation
Chapter 9: Data Mining for Customer Acquisition, Retention and Growth:
Case Study #1 Direct Mail Targeting for New Customer Acquisition
Case Study #2 Attrition Modeling for Customer Retention
Case Study #3 Customer Growth Model
Chapter 10: Data Mining for Cross-Selling and Bundled Marketing:
Case Study #1 E-Commerce Cross-Sell
Case Study #2 Online Advertising Promotions
Chapter 11: Web Analytics
Chapter 12: Search Marketing Analytics
Summary
Offers a dual treatment of market research and data mining. This book uses a how-to approach for professionals with illustrative case studies in addition to theory. It includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure.
