Description
Book SynopsisWith businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions.
This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more.
This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use.
Trade Review“An interesting and novel book that deals with marketing analytics in modern organizations. It presents in accessible form complex information and theoretical perspectives that are often difficult to grasp for the non-marketing expert. The book is particularly significant due to its breadth of coverage. It touches on all essential aspects of machine learning and marketing analytics. If you are a marketing professional, researcher, or student interested in marketing analytics and machine learning, then this book is for you. I have read a number of books in the field, but this book draws my attention because it is comprehensive and well-constructed.”
—Prof. Dieu Hack-Polay, Professor of Management, Crandall University, Canada; Associate Professor of Organizational Studies, University of Lincoln, UK
Table of Contents1. Introduction to Marketing Analytics 2. Statistics for Marketing 3. Evolution of Data Analytics 4. Segmentation and Targeting Analysis 5. Important Marketing Metrics: A Snapshot 6. Consumer Buying Behavior 7. Understanding Consumer Behavior Using Market Basket Analysis 8. Neuromarketing Techniques for Consumer Analytics 9. New Product Development 10. Natural Language Processing for Branding 11. Forecasting Sales and Price 12. Sales Prediction and Conversion 13. Role of Supply Chain Analytics in Marketing Analytics 14. Web and Social Media Analytics 15. Marketing Analytics and Its Applications
