Marketing analytics : essential tools for data-driven decisions / Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox.

By:

Venkatesan, Rajkumar [author.]

Contributor(s):

Material type: Text

TextPublisher: Charlottesville, Va. : Darden Business Publishing, 2021Description: 1 online resourceContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9780813945163 (electronic bk.)
9780813945156

Subject(s):

LOC classification:

HF5415.127 .V453 2021

Online resources:

Electronic Resources

Summary: "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"-- Provided by publisher

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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"-- Provided by publisher

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Marketing analytics : essential tools for data-driven decisions / Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox.

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