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Marketing Analytics
Essential Tools for Data-Driven Decisions
Series: Darden Business Series
Format: Hardback
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Marketing Analytics
$8900
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The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s.
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Description
The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.
The book presents actual cases and data, allowing readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and question the link between marketing plans and customer behavior. Dealing with actual scenarios sheds light on the most pressing marketing questions, such as setting the optimal price for one's product or designing effective digital marketing campaigns.
Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.
Series: Darden Business Series
View allBook Details
INFORMATION
ISBN: 9780813945156
Publisher: University of Virginia Press
Format: Hardback
Date Published: 30 January 2021
Country: United States
Imprint: University of Virginia Press
Audience: Professional and scholarly
DIMENSIONS
Spine width: 24.0mm
Width: 184.0mm
Height: 235.0mm
Weight: 743g
Pages: 336
About the Author
Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.
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