Marketing Analytics: Essential Tools for Data-Driven Decisions (Darden Business Series) - Hardcover

Rajkumar Venkatesan (author); Paul W. Farris (author) & Ronald T. Wilcox (author)

 
9780813945156: Marketing Analytics: Essential Tools for Data-Driven Decisions (Darden Business Series)
Hardcover
ISBN 10: 0813945151 ISBN 13: 9780813945156
Publisher: University of Virginia Press, 2021

Synopsis

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.

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About the Author

Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.

"About this title" may belong to another edition of this title.

Publisher
University of Virginia Press
Publication date
2021
Language
English
ISBN 10 
0813945151
ISBN 13 
9780813945156
Binding
Hardcover
Number of pages
336