Marketing analytics for strategy decision making

By: Maity, Moutusy Contributor(s): Gurazada, Pavankumar Material type: Text

TextPublication details: New Delhi Oxford University Press 2021 Description: xiv, 464 pISBN: 9780190130862Subject(s): Marketing--Management--Data processing | Marketing--Management | Marketing--Statistical methodsDDC classification: 658.8 Summary: Designed primarily for the students of MBA specializing in Marketing and written in a lucid manner, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics.

List(s) this item appears in: Marketing | HR & OB

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 MAI (Browse shelf(Opens below))	1	Available	004168
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 MAI (Browse shelf(Opens below))	2	Available	004169
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 MAI (Browse shelf(Opens below))	3	Available	004170

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Table of contents

Section I: The Need for Marketing Analytics

Marketing Analytics and Marketing Research
Marketing Analytics: Data including Web Analytics
Descriptive Analysis
A Primer on Machine Learning for Marketing Analytics
Section II: Understanding the Consumer and Customer: Using Structured Data
Correlation and Regression
Experimental Design
Advertising Analytics
Consumer Perception, Consumer Preference and Customer Portfolio Management
Customer Acquisition
Customer Retention
Section III: Understanding the Consumer and Customer: Using Unstructured Data
Collecting and Understanding Social Media Data
Chapter 12: Visualizing Consumer Engagement
Chapter 13: Simulating Social Media Data Generating Mechanisms
Chapter 14: Analyzing Social Network Data
Chapter 15: Mining Meaning from Text
Chapter 16: Collecting Unstructured Data in Offline Marketing Research
Section IV: Putting it all together
Chapter 17: Coda

Designed primarily for the students of MBA specializing in Marketing and written in a lucid manner, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics.

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