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Full Description
While the definition of database marketing hasn�€�t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management. An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics. The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.
Contents
Contents: Preface; Introduction; Part I Methods: Data processing in database marketing: tasks, techniques, and why they matter, Stefan Lessman; Textual customer data handling for quantitative marketing analytics, Kristof Coussement and Koen W. De Bock; Bayesian networks and applications in direct marketing, Yuan Yuan Guo and Man Leung Wong; Quantile regression for database marketing: methods and applications, Dries F. Benoit and Dirk Van den Poel; Ensemble learning in database marketing, Koen W. De Bock and Kristof Coussement; Advanced rule base learning: active learning, rule extraction, and incorporating domain knowledge, Thomas Verbraken, Véronique Van Vlasselaer, Wouter Verbeke, David Martens, and Bart Baesens. Part II Applications: Hybrid models for recommender systems, Asim Ansari; Marketing in the new mobile economy, Anindya Ghose and Sang-Pil Han; Targeting display advertising, Wendy W. Moe; Paid search advertising, Oliver J. Rutz and Randolph E. Bucklin; Social media management, Dina Mayzlin; Dynamic customer optimization models, Scott A. Neslin; Direct marketing in the non-profit sector, Griet Verhaert; Index.
