eBook - ePub

Marketing Analytics

Name: Marketing Analytics
ISBN: 9781352013207

Based on First Principles

Robert W. Palmatier,

J. Andrew Petersen,

Frank Germann,

432 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Marketing Analytics

Based on First Principles

Robert W. Palmatier,

J. Andrew Petersen,

Frank Germann,

About this book

All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to:
· Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework.
· Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions.
· Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics.
· Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software. Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.

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Yes, you can access Marketing Analytics by Robert W. Palmatier,J. Andrew Petersen,Frank Germann in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.