Marketing database analytics: transforming data for competitive advantage

by Banasiewicz, Andrew D.

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Title Statements

Full title :Marketing database analytics : transforming data for competitive advantage / Andrew D. Banasiewicz.

Summary

"'Marketing database analytics' presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully. Focusing specifically on quantitative marketing metrics, the book: Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification Establishes the importance of database analytics, integrating both business and marketing practice Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data Includes cases and exercises to guide students' learning Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well"--Provided by publisher

Edition Statements

Publication Date:2013.

Publication Statements

Publisher(s):Routledge
Place of Publication:New York
Language:eng
Publication Date:2013.

The Physical Object

Description:1 online resource (xix, 376 pages) : : illustrations

Edition Identifiers

ISBN:9780203076460, 020307646X, 9781135125684, 1135125686, 9781135125691, 1135125694, 9781135125646, 1135125643
oclc:ocn852896209
LC Classification:HF5415.125
Dewey Decimal:658.800285/574

pt. 1. Need identification -- pt. 2. Knowledge creation -- pt. 3. Dissemination.

Subjects

Bases de données -- Gestion BUSINESS & ECONOMICS -- Distribution BUSINESS & ECONOMICS -- Marketing Business intelligence Database management Databases Datenanalyse Datenbanksystem Marketing Marketing -- Bases de données Marketing -- Data processing Marketing -- Databases Marketing -- Informatique