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Full Description
This is today's most complete and practical guide to modern marketing analytics methods and tools. Through real case studies, you'll learn how to connect marketing inputs to customer behavior, use predictive models to develop forward-looking, what-if scenarios, and effectively apply analytics to strategic decision making in marketing.Covering the three core areas of marketing analytics - statistical analysis, experiments, and managerial intuition - the book is organized to help you apply the right analytics processes to each strategic marketing question. For each challenge, the authors fully describe the needed methodology, illuminating it with case studies that show the appropriate quantitative and data analysis tools at work. Each chapter mirrors a module within a typical masters-level Marketing Analytics course. For each marketing problem, the authors help you: Identify the right data and analytics techniquesConduct the analysis and obtain insights from itOutline what-if scenarios and define optimal solutionsConnect your insights to strategic marketing decisionsAs you proceed, you'll gain an in-depth understanding of: The importance of marketing analytics for forward-looking and systematic allocation of marketing resourcesHow to integrate quantitative analysis with managerial sensibilityHow to conduct strategic marketing data analysis via linear regression, logistic regression, cluster analysis, and Anova modelsThe role of careful experimental design in marketing analytics and resource allocationEach chapter contains technical notes that provide the statistical knowledge you'll need to conduct the analysis, paired with case studies of real companies addressing marketing issues, and real data you can use to apply the concepts and perform the analysis yourself.
Contents
Foreword xiv Introduction 1 Section I: Resource Allocation 5 Chapter 1: A Resource-Allocation Perspective for Marketing Analytics 6 Chapter 2: Dunia Finance LLC 18 Section II: Product Analytics 33 Chapter 3: Cluster Analysis for Segmentation 34 Chapter 4: Segmentation at Sticks Kebob Shop 43 Chapter 5: A Practical Guide to Conjoint Analysis 55 Chapter 6: Portland Trail Blazers 65 Section III: Marketing-Mix Analytics 77 Chapter 7: Multiple Regression in Marketing-Mix Models 78 Chapter 8: Design of Price and Advertising Elasticity Models 90 Chapter 9: SVEDKA Vodka 103 Section IV: Customer Analytics 133 Chapter 10: Customer Lifetime Value 134 Chapter 11: Netflix: The Customer Strikes Back 144 Chapter 12: Retail Relay 153 Chapter 13: Logistic Regression 169 Chapter 14: Retail Relay Revisited 181 Section V: Digital Analytics 183 Chapter 15: Designing Marketing Experiments 184 Chapter 16: Transformation of Marketing at the Ohio Art Company 193 Chapter 17: Paid Search Advertising 211 Chapter 18: Motorcowboy: Getting a Foot in the Door 227 Chapter 19: VinConnect, Inc.: Digital Marketing Strategy 239 Chapter 20: Cardagin: Local Mobile Rewards 261 Section VI: Resource Allocation Revisited 278 Chapter 21: Dunia Finance LLC Revisited 279 Chapter 22: Implementing Marketing Analytics 282 Index 290
