Marketing Analytics
A Practical Guide to Improving Consumer Insights Using Data Techniques
Ranked #99 in Consumer Behavior
Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of
Marketing Analytics
enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and... more
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