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They,,,fully,,,detail,,,a,,,best-practice,,,marketing,,,analytics,,,methodology,,,,augmenting,,,it,,,with,,,case,,,studies,,,that,,,illustrate,,,the,,,quantitative,,,and,,,data,,,analysis,,,tools,,,you'll,,,need,,,to,,,allocate,,,resources,,,,define,,,optimal,,,marketing,,,mixes;,,,perform,,,effective,,,analysis,,,of,,,customers,,,and,,,digital,,,marketing,,,campaigns,,,,and,,,create,,,high-value,,,dashboards,,,and,,,metrics.For,,,each,,,marketing,,,problem,,,,the,,,authors,,,help,,,you:,,,Identify,,,the,,,right,,,data,,,and,,,analytics,,,techniques,,,Conduct,,,the,,,analysis,,,and,,,obtain,,,insights,,,from,,,it,,,Outline,,,what-if,,,scenarios,,,and,,,define,,,optimal,,,solutions,,,Connect,,,your,,,insights,,,to,,,strategic,,,decision-making,,,Each,,,chapter,,,contains,,,technical,,,notes,,,,statistical,,,knowledge,,,,case,,,studies,,,,and,,,real,,,data,,,you,,,can,,,use,,,to,,,perform,,,the,,,analysis,,,yourself.,,,For,each,marketing,problem,,the,authors,help,you:,Identify,the,right,data,and,analytics,techniques,Conduct,the,analysis,and,obtain,insights,from,it,Outline,what-if,scenarios,and,define,optimal,solutions,Connect,your,insights,to,strategic,marketing,decisions,As,you,proceed,,you'll,gain,an,in-depth,understanding,of:,The,importance,of,marketing,analytics,for,forward-looking,and,systematic,allocation,of,marketing,resources,How,to,integrate,quantitative,analysis,with,managerial,sensibility,How,to,conduct,strategic,marketing,data,analysis,via,linear,regression,,logistic,regression,,cluster,analysis,,and,Anova,models,The,role,of,careful,experimental,design,in,marketing,analytics,and,resource,allocation,Each,chapter,contains,technical,notes,that,provide,the,statistical,knowledge,you'll,need,to,conduct,the,analysis,,paired,with,case,studies,of,real,companies,addressing,marketing,issues,,and,real,data,you,can,use,to,apply,the,concepts,and,perform,the,analysis,yourself.,Cutting,,Edge,,Marketing,,Analytics:,,Real,,World,,Cases,,and,,Data,,Sets,,for,,Hands,,On,,Learning,,By,,Rajkumar,,Venkatesan,,,Paul,,Farris,,,Ronald,,T.,,The,,Internet,,and,,mobile,,have,,combined,,to,,create,,unprecedented,,insight,,into,,consumer,,behavior,,and,,customer,,preferences,,unbound,,by,,time,,or,,space.,,The,,,case,,,studies,,,provide,,,a,,,good,,,opportunity,,,for,,,applying,,,the,,,analytics,,,techniques,,,to,,,real,,,problems.”--Nino,,,Ninov,,,,Vice,,,President,,,,Strategic,,,Research,,,and,,,Analysis,,,,Rosetta,,,Stone,,,This,,,is,,,today’s,,,most,,,practical,,,guide,,,to,,,modern,,,marketing,,,analytics.,,,

Wilcox,,,,Ethyl,,,Corporation,,,Professor,,,of,,,Business,,,Administration,,,and,,,Associate,,,Dean,,,of,,,the,,,MBA,,,for,,,Executives,,,Program,,,at,,,the,,,University,,,of,,,Virginia,,,Darden,,,School,,,of,,,Business,,,Administration,,,,teaches,,,the,,,required,,,Marketing,,,course,,,in,,,the,,,MBA,,,and,,,Executive,,,MBA,,,programs,,,as,,,well,,,as,,,the,,,elective,,,“Pricing.”,,,He,,,also,,,teaches,,,in,,,numerous,,,Executive,,,Education,,,programs.His,,,research,,,,focused,,,on,,,the,,,marketing,,,of,,,financial,,,services,,,and,,,its,,,interface,,,with,,,public,,,policy,,,,has,,,appeared,,,in,,,leading,,,marketing,,,and,,,finance,,,journals,,,such,,,as,,,the,,,Journal,,,of,,,Marketing,,,Research,,,,Management,,,Science,,,,Marketing,,,Science,,,,and,,,the,,,Journal,,,of,,,Business.,,,For,,each,,marketing,,problem,,,the,,authors,,help,,you:,,Identify,,the,,right,,data,,and,,analytics,,techniques,,Conduct,,the,,analysis,,and,,obtain,,insights,,from,,it,,Outline,,what-if,,scenarios,,and,,define,,optimal,,solutions,,Connect,,your,,insights,,to,,strategic,,decision-making,,Each,,chapter,,contains,,technical,,notes,,,statistical,,knowledge,,,case,,studies,,,and,,real,,data,,you,,can,,use,,to,,perform,,the,,analysis,,yourself.,,They,,,fully,,,detail,,,a,,,best-practice,,,marketing,,,analytics,,,methodology,,,,augmenting,,,it,,,with,,,case,,,studies,,,that,,,illustrate,,,the,,,quantitative,,,and,,,data,,,analysis,,,tools,,,you'll,,,need,,,to,,,allocate,,,resources,,,,define,,,optimal,,,marketing,,,mixes;,,,perform,,,effective,,,analysis,,,of,,,customers,,,and,,,digital,,,marketing,,,campaigns,,,,and,,,create,,,high-value,,,dashboards,,,and,,,metrics.,,,Venkatesan’s,,research,,focuses,,on,,developing,,customer-centric,,marketing,,strategies,,that,,provide,,measurable,,financial,,results.,,Cutting,Edge,Marketing,Analytics:,Real,World,Cases,and,Data,Sets,for,Hands,On,Learning,$79.99,,66.98,,€74.72,,Ca$109.24,,Au$107.67,by,Rajkumar,Venkatesan,&,Paul,Farris,&,Ronald,T.,,Download,supplemental,files,from,the,authors',website,Today's,most,practical,,up-to-date,,and,hands-on,guide,to,marketing,analytics,methods,and,tools,Integrates,all,three,fundamental,areas,of,marketing,analytics:,statistical,analysis,,experiments,,and,managerial,intuition,Thoroughly,details,a,best-practice,methodology,,augmenting,it,with,case,studies,that,illustrate,the,quantitative,and,data,analysis,tools,you'll,need,Covers,resource,allocation,,dashboards,and,systems,of,metrics,,marketing,mix,analytics,,customer,analytics,,and,digital,marketing,analytics,Pairs,real,company,case,studies,with,data,and,technical,notes,,giving,you,the,statistical,knowledge,to,perform,each,analysis,yourself,Supplemented,with,how,to,videos,on,each,analytics,technique,at,dmanalytics.org,,a,site,hosted,by,the,authorsTable,of,ContentsForeword,xivIntroduction,1Section,I:,Resource,Allocation,5Chapter,1:,A,Resource-Allocation,Perspective,for,Marketing,Analytics,6Chapter,2:,Dunia,Finance,LLC,18Section,II:,Product,Analytics,33Chapter,3:,Cluster,Analysis,for,Segmentation,34Chapter,4:,Segmentation,at,Sticks,Kebob,Shop,43Chapter,5:,A,Practical,Guide,to,Conjoint,Analysis,55Chapter,6:,Portland,Trail,Blazers,65Section,III:,Marketing-Mix,Analytics,77Chapter,7:,Multiple,Regression,in,Marketing-Mix,Models,78Chapter,8:,Design,of,Price,and,Advertising,Elasticity,Models,90Chapter,9:,SVEDKA,Vodka,103Section,IV:,Customer,Analytics,133Chapter,10:,Customer,Lifetime,Value,134Chapter,11:,Netflix:,The,Customer,Strikes,Back,144Chapter,12:,Retail,Relay,153Chapter,13:,Logistic,Regression,169Chapter,14:,Retail,Relay,Revisited,181Section,V:,Digital,Analytics,183Chapter,15:,Designing,Marketing,Experiments,184Chapter,16:,Transformation,of,Marketing,at,the,Ohio,Art,Company,193Chapter,17:,Paid,Search,Advertising,211Chapter,18:,Motorcowboy:,Getting,a,Foot,in,the,Door,227Chapter,19:,VinConnect,,Inc.:,Digital,Marketing,Strategy,239Chapter,20:,Cardagin:,Local,Mobile,Rewards,261Section,VI:,Resource,Allocation,Revisited,278Chapter,21:,Dunia,Finance,LLC,Revisited,279Chapter,22:,Implementing,Marketing,Analytics,282Index,290About,the,Author(s)Bank,of,America,Research,Professor,of,Business,Administration,Rajkumar,Venkatesan,teaches,“Marketing,Strategy”,and,“Big,Data,in,Marketing”,in,the,MBA,,Executive,MBA,,and,Global,Executive,MBA,programs,at,Darden.,Corporate,,,,Academic,,,,and,,,Employee,,,Purchases,,,International,,,Buying,,,Options,,,Other,,,Things,,,You,,,Might,,,Like,,,Data,,,Visualization,,,Toolkit:,,,Using,,,JavaScript,,,,Rails,,,,and,,,Postgres,,,to,,,Present,,,Data,,,and,,,Geospatial,,,Information,,,By,,,Barrett,,,Clark,,,Book,,,$35.99,,,Apache,,,Spark,,,in,,,24,,,Hours,,,,Sams,,,Teach,,,Yourself,,,By,,,Jeffrey,,,Aven,,,Book,,,$35.99,,,Breakout,,,Strategies,,,for,,,Emerging,,,Markets:,,,Business,,,and,,,Marketing,,,Tactics,,,for,,,Achieving,,,Growth,,,By,,,Jagdish,,,N.,,,

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