Marketing analytics : essential tools for data-driven decisions /
Venkatesan, Rajkumar,
Marketing analytics : essential tools for data-driven decisions / Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox. - 1 online resource.
Includes bibliographical references and index.
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"--
9780813945163 (electronic bk.) 9780813945156
Marketing--Management.
Marketing--Statistical methods.
Marketing research.
HF5415.127 / .V453 2021
Marketing analytics : essential tools for data-driven decisions / Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox. - 1 online resource.
Includes bibliographical references and index.
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"--
9780813945163 (electronic bk.) 9780813945156
Marketing--Management.
Marketing--Statistical methods.
Marketing research.
HF5415.127 / .V453 2021
