Cover for Data Mining and Market Intelligence for Optimal Marketing Returns

Data Mining and Market Intelligence for Optimal Marketing Returns

Book2008

Authors:

Susan Chiu and Domingo Tavella

Data Mining and Market Intelligence for Optimal Marketing Returns

Book2008

 

Cover for Data Mining and Market Intelligence for Optimal Marketing Returns

Authors:

Susan Chiu and Domingo Tavella

About the book

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Book description

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoret ... read full description

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  2. Book chapterNo access

    Chapter 1 - Introduction

    Pages 1-18

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    Chapter 2 - Marketing Spending Models and Optimization

    Pages 19-37

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    Chapter 3 - Metrics Overview

    Pages 39-62

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    Chapter 4 - Multi-channel Campaign Performance Reporting and Optimization

    Pages 63-72

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    Chapter 5 - Understanding the Market through Marketing Research

    Pages 73-113

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    Chapter 6 - Data and Statistics Overview

    Pages 115-135

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    Chapter 7 - Introduction to Data Mining

    Pages 137-192

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    Chapter 8 - Audience Segmentation

    Pages 193-217

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    Chapter 9 - Data Mining for Customer Acquisition, Retention, and Growth

    Pages 219-231

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    Chapter 10 - Data Mining for Cross-Selling and Bundled Marketing

    Pages 233-244

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    Chapter 11 - Web Analytics

    Pages 245-254

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    Chapter 12 - Search Marketing Analytics

    Pages 255-268

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    Index

    Pages 269-280

About the book

Publisher's Note: Transferred to Taylor & Francis as of 2011

Description

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.

Key Features

* Provides a dual treatment of market research and data mining
* Uses a how-to approach for professionals with illustrative case studies in addition to theory
* Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure

* Provides a dual treatment of market research and data mining
* Uses a how-to approach for professionals with illustrative case studies in addition to theory
* Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure

Details

ISBN

978-0-7506-8234-3

Language

English

Published

2008

Copyright

Copyright © 2008 Elsevier Inc. All rights reserved

Imprint

Butterworth-Heinemann

Authors

Susan Chiu

Domingo Tavella