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Grigsby, Mike

Marketing Analytics: A Practical Guide to Real Marketing Science - London Kogan Page Limited 2015 - 232p - Marketing Science Series .

Introduction

Part I: Overview
1. A (little) Statistical Review
2. Brief Principles of Consumer Behaviour and Marketing Strategy

Part II: Dependent Variable Techniques
3. Modelling Dependent Variable Techniques (With One Equation): What Are the Things That Drive Demand?
4. Who is Most Likely to Buy and How Do I Target?
5. When Are My Customers Most Likely to Buy?
6. Modelling Dependent Variable Techniques (With More Than One Equation)

Part III: Inter-Relationship Techniques
7. Modelling Inter-Relationship Techniques: What Does My (Customer) Market Look Like?
8. Segmentation Tools and Techniques

Part IV: Other
9. Marketing Research
10. Statistical Testing: How Do I Know What Works?

Part V: Capstone
11. Capstone: Focusing on Digital Analytics

Part VI: Conclusion
12. The Finale: What Should You Take Away From This? Any Other Stories/Soap Box Rants?

ISBN: 9780749474171

Subjects--Personal Names:
Marketing Research
Marketing

Dewey Class. No.: 658.83 / GRI