Data Mining and Market Intelligence for Optimal Marketing Returns
1st Edition
Published on 20. June 2008
296 pages
978-1-136-41215-8 (ISBN)
Description
The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
Professional and scholarly
File size
4,08 MB
ISBN-13
978-1-136-41215-8 (9781136412158)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Susan Chiu | Domingo Tavella
Data Mining and Market Intelligence for Optimal Marketing Returns
Book
05/2008
1st Edition
Butterworth-Heinemann
€89.27
Shipment within 15-20 days
Persons
Susan Chiu, Domingo Tavepson
Content
Chapter 1 Introduction; Chapter 2 Marketing Spending Models and Optimization; Chapter 3 Metrics Overview; Chapter 4 Multi-channel Campaign Performance Reporting and Optimization; Chapter 5 Understanding the Market through Marketing Research; Chapter 6 Data and Statistics Overview; Chapter 7 Introduction to Data Mining; Chapter 8 Audience Segmentation; Chapter 9 Data Mining for Customer Acquisition, Retention, and Growth; Chapter 10 Data Mining for Cross-Selling and Bundled Marketing; Chapter 11 Web Analytics; Chapter 12 Search Marketing Analytics;
