Marketing Analytics: A Practical Guide to Real Marketing Science

By:

Grigsby, Mike

Material type: Text

TextSeries: Marketing Science SeriesPublication details: Kogan Page Limited 2015 LondonDescription: 232pISBN:

9780749474171

Subject(s):

DDC classification:

658.83 GRI

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.83 GRI (Browse shelf(Opens below))	Available		M0031473

Total holds: 0

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?

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