Creating Value with Data Analytics in Marketing: Mastering Data Science, Verhoef Peter C., Kooge Edwin, Walk Natasha
Автор: Miller Thomas W. Jr. Название: Marketing Data Science: Modeling Techniques in Predictive Analytics with Python and R ISBN: 0133886557 ISBN-13(EAN): 9780133886559 Издательство: Pearson Education Рейтинг: Цена: 78530.00 T Наличие на складе: Поставка под заказ. Описание: Now, a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of marketing applications in predictive analytics. Writing for both managers and students, Thomas W. Miller explains essential concepts, principles, and theory in the context of real-world applications.
Building on Miller's pioneering program, Marketing Data Science thoroughly addresses segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis. Starting where Miller's widely-praised Modeling Techniques in Predictive Analytics left off, he integrates crucial information and insights that were previously segregated in texts on web analytics, network science, information technology, and programming. Coverage includes:
The role of analytics in delivering effective messages on the web
Understanding the web by understanding its hidden structures
Being recognized on the web - and watching your own competitors
Visualizing networks and understanding communities within them
Measuring sentiment and making recommendations
Leveraging key data science methods: databases/data preparation, classical/Bayesian statistics, regression/classification, machine learning, and text analytics
Six complete case studies address exceptionally relevant issues such as: separating legitimate email from spam; identifying legally-relevant information for lawsuit discovery; gleaning insights from anonymous web surfing data, and more. This text's extensive set of web and network problems draw on rich public-domain data sources; many are accompanied by solutions in Python and/or R. Marketing Data Science will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.
Название: Mastering market analytics ISBN: 178714836X ISBN-13(EAN): 9781787148369 Издательство: Emerald Рейтинг: Цена: 117890.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to avoid these mistakes.
Название: Mastering market analytics ISBN: 1838679308 ISBN-13(EAN): 9781838679309 Издательство: Emerald Рейтинг: Цена: 52840.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to avoid these mistakes.
Автор: Artun Omer, Levin Dominique Название: Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data ISBN: 1119037360 ISBN-13(EAN): 9781119037361 Издательство: Wiley Рейтинг: Цена: 23220.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately.
Автор: Mark Van Rijmenam Название: The Organisation of Tomorrow: How AI, blockchain and analytics turn your business into a data organisation ISBN: 036723470X ISBN-13(EAN): 9780367234706 Издательство: Taylor&Francis Рейтинг: Цена: 33670.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The Organisation of Tomorrow presents a new model of doing business and explains how big data analytics, blockchain and artificial intelligence force us to rethink existing business models and develop organisations that will be ready for human-machine interactions.
Автор: Mark Van Rijmenam Название: The Organisation of Tomorrow: How AI, blockchain and analytics turn your business into a data organisation ISBN: 0367234718 ISBN-13(EAN): 9780367234713 Издательство: Taylor&Francis Рейтинг: Цена: 137810.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The Organisation of Tomorrow presents a new model of doing business and explains how big data analytics, blockchain and artificial intelligence force us to rethink existing business models and develop organisations that will be ready for human-machine interactions.
Автор: Joana Coutinho de Sousa Название: Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities ISBN: 1522548343 ISBN-13(EAN): 9781522548348 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 160770.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Examines the issues involved in the field of neuromarketing, including models, technologies, and methodology. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors.
Автор: Blanchard Tommy, Behera Debasish, Bhatnagar Pranshu Название: Data Science for Marketing Analytics ISBN: 1789959411 ISBN-13(EAN): 9781789959413 Издательство: Неизвестно Рейтинг: Цена: 53940.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Data Science for Marketing Analytics opens doors to looking at data with a different approach and new tools. Drawing on machine learning and data science concepts, this book broadens the range of tools that you can use to transform the market analysis process.
Автор: Singh Amandeep Название: Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing ISBN: 1799872319 ISBN-13(EAN): 9781799872313 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 228230.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The availability of big data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data analysis. The convergence of these trends means that we have the capabilities required to analyze astonishing data sets quickly and cost-effectively for the first time in history. They represent a genuine leap forward and a clear opportunity to realize enormous gains in terms of efficiency, productivity, revenue, and profitability especially in digital marketing. Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of whether it is active or passive, we are creating new data that can describe us. If analyzed correctly, these data points can explain a lot about our behavior, personalities, and life events. Companies can leverage these insights for product improvements, business strategy, and marketing campaigns to cater to the target customers.
Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing aids understanding of big data in terms of digital marketing for meaningful analysis of information that can improve marketing efforts and strategies using the latest digital techniques. The chapters cover a wide array of essential marketing topics and techniques, including search engine marketing, consumer behavior, social media marketing, online advertising, and how they interact with big data. This book is essential for professionals and researchers working in the field of analytics, data, and digital marketing, along with marketers, advertisers, brand managers, social media specialists, managers, sales professionals, practitioners, researchers, academicians, and students looking for the latest information on how big data is being used in digital marketing strategies.
Автор: Singh Amandeep Название: Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing ISBN: 1799872327 ISBN-13(EAN): 9781799872320 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 175560.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The availability of big data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data analysis. The convergence of these trends means that we have the capabilities required to analyze astonishing data sets quickly and cost-effectively for the first time in history. They represent a genuine leap forward and a clear opportunity to realize enormous gains in terms of efficiency, productivity, revenue, and profitability especially in digital marketing. Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of whether it is active or passive, we are creating new data that can describe us. If analyzed correctly, these data points can explain a lot about our behavior, personalities, and life events. Companies can leverage these insights for product improvements, business strategy, and marketing campaigns to cater to the target customers.
Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing aids understanding of big data in terms of digital marketing for meaningful analysis of information that can improve marketing efforts and strategies using the latest digital techniques. The chapters cover a wide array of essential marketing topics and techniques, including search engine marketing, consumer behavior, social media marketing, online advertising, and how they interact with big data. This book is essential for professionals and researchers working in the field of analytics, data, and digital marketing, along with marketers, advertisers, brand managers, social media specialists, managers, sales professionals, practitioners, researchers, academicians, and students looking for the latest information on how big data is being used in digital marketing strategies.
Автор: Sun Zhaohao, Wu Zhiyou Название: Handbook of Research on Foundations and Applications of Intelligent Business Analytics ISBN: 1799890163 ISBN-13(EAN): 9781799890164 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 338190.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Highlights not only big data, but also big information, big knowledge, and big wisdom for intelligent business and decision making. The book also dives into intelligent business analytics to understand consumers in the digital age, and business analytics as an emerging paradigm under the increasing complexity of businesses and business processes.
Learn how to make business intelligence (BI) successful in your organization.
How do we enable our organizations to enjoy the often significant benefits of BI and analytics, while at the same time minimizing the cost and risk of failure? In this book, I am not going to try to be prescriptive; I won't tell you exactly how to build your BI environment. Instead, I am going to focus on a few core principles that will enable you to navigate the rocky shoals of BI architecture and arrive at a destination best suited for your particular organization. Some of these core principles include:
Have an overarching strategy, plan, and roadmap
Recognize and leverage your existing technology investments
Support both data discovery and data reuse
Keep data in motion, not at rest
Separate information delivery from data storage
Emphasize data transparency over data quality
Take an agile approach to BI development.
This book will show you how to successfully navigate both the jungle of BI technology and the minefield of human nature. It will show you how to create a BI architecture and strategy that addresses the needs of all organizational stakeholders. It will show you how to maximize the value of your BI investments. It will show you how to manage the risk of disruptive technology. And it will show you how to use agile methodologies to deliver on the promise of BI and analytics quickly, succinctly, and iteratively.
This book is about many things. But principally, it's about success. The goal of any enterprise initiative is to succeed and to derive benefit--benefit that all stakeholders can share in. I want you to be successful. I want your organization to be successful. This book will show you how.
This book is for anyone who is currently or will someday be working on a BI, analytics, or Big Data project, and for organizations that want to get the maximum amount of value from both their data and their BI technology investment. This includes all stakeholders in the BI effort--not just the data people or the IT people, but also the business stakeholders who have the responsibility for the definition and use of data. There are six sections to this book:
In Section I, What Kind of Garden Do You Want?, we will examine the benefits and risks of Business Intelligence, making the central point that BI is a business (not IT) process designed to manage data assets in pursuit of enterprise goals. We will show how data, when properly managed and used, can be a key enabler of several types of core business processes. The purpose of this section is to help you define the particular benefit(s) you want from BI.
In Section II, Building the Bones, we will talk about how to design and build out the "hardscape" (infrastructure) of your BI environment. This stage of the process involves leveraging existing technology investments and iteratively moving toward your desired target state BI architecture.
In Section III, From the Ground Up, we explore the more detailed aspects of implementing your BI operational environment.
In Section IV, Weeds, Pests and Critters, we talk about the myriad of things that can go wrong on a BI project, and discuss ways of mitigating these risks.
In Section V, The Sustainable Garden, we talk about how to create a BI infrastructure that is easy and inexpensive to maintain.
Finally, Section VI presents a case study illustrating the principles of this book, as applied to a fictional manufacturing company (the Blue Moon Guitar Company).
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