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Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning

By Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox

Published by Pearson FT Press

Published Date: Jun 30, 2014

Description

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics.

 

For each marketing problem, the authors help you: 

  • Identify the right data and analytics techniques
  • Conduct the analysis and obtain insights from it
  • Outline what-if scenarios and define optimal solutions
  • Connect your insights to strategic decision-making

Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: 

  • The real value of marketing analytics
  • How to integrate quantitative analysis with managerial sensibility
  • How to apply linear regression, logistic regression, cluster analysis, and Anova models
  • The crucial role of careful experimental design

For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Table of 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