Marketing Analytics

Marketing Analytics

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.<br /><br />The book contains a wealth of information on marketing analytics:<br /><br />Almost 500 pages of text, covering a wide variety of decision models and metrics<br />Nearly 400 figures, including diagrams, tables, and charts<br />Step-by-step instructions on market segmentation, conjoint analysis, and other techniques<br />Current examples demonstrating how organizations are applying models and metrics<br /><br />The list of chapters below includes a sample of the topics: <br /><br />Chapter 1. Introduction - Introduction to marketing analytics<br />Chapter 2. Market Insight - Market sizing and trend analysis<br />Chapter 3. Market Segmentation - Segment identification, analysis, and strategy<br />Chapter 4. Competitive Analysis - Competitor identification, analysis, and strategy<br />Chapter 5. Business Strategy - Analytics-based strategy selection<br />Chapter 6. Business Operations - Forecasting, predictive analytics, and data mining<br />Chapter 7. Product and Service Analytics - Conjoint analysis and product/service metrics<br />Chapter 8. Price Analytics - Pricing techniques and assessment<br />Chapter 9. Distribution Analytics - Analytics-based channel evaluation and selection<br />Chapter 10. Promotion Analytics - Promotion budget estimation and allocation<br />Chapter 11. Sales Analytics - Metrics for sales, profitability, and support<br />Chapter 12. Analytics in Action - Pivot tables and data-driven presentations<br />Edition: First Edition, Version 1.1, introduced November 2013, incorporates minor corrections and edits. It retains the same page layout as the original release (First Edition, Version 1.0). See StephanSorger.com for a complete record of all changes.