{"product_id":"marketing-database-analytics-9780415657884","title":"Marketing Database Analytics","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cem\u003eMarketing Database Analytics\u003c\/em\u003e presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.\u003c\/p\u003e\u003cp\u003eFocusing specifically on quantitative marketing metrics, the book:\u003c\/p\u003e\u003cul\u003e \u003cli\u003eCovers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification\u003c\/li\u003e \u003cli\u003eEstablishes the importance of database analytics, integrating both business and marketing practice\u003c\/li\u003e \u003cli\u003eProvides a theoretical framework that explains the concepts and delivers techniques for analyzing data\u003c\/li\u003e \u003cli\u003eIncludes cases and exercises to guide studentsâ learning\u003c\/li\u003e \u003c\/ul\u003e\u003cp\u003eBanasiewicz integrates his knowledge from both his academic training and professional experience, providin\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e1. The Informational Advantage 2. The Marketing Database Analytics Process \u003cstrong\u003ePart I: Need Identification \u003c\/strong\u003e3. Organizational Objectives and Informational Needs 4. Skills and Tools \u003cstrong\u003ePart II: Knowledge Creation\u003c\/strong\u003e 5. Analytic Planning 6. Data Basics 7. Analytic File Creation 8. Exploratory Data Analyses 9. Segmentation 10. Behavioral Predictions 11. Action-attributable Incrementality 12. Database Scoring 13. From Findings to Knowledge \u003cstrong\u003ePart III: Dissemination\u003c\/strong\u003e 14. Organizational Knowledge Sharing 15. In Closing\u003c\/p\u003e","brand":"Taylor \u0026 Francis","offers":[{"title":"Default Title","offer_id":51767524393303,"sku":"9780415657884","price":58.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780415657884.jpg?v=1758713621","url":"https:\/\/bookcurl.com\/products\/marketing-database-analytics-9780415657884","provider":"Book Curl","version":"1.0","type":"link"}