Marketing Database Analytics Transforming Data for Competitive Advantage 1st Edition by Andrew D Banasiewicz ISBN 0415657881 978-0415657884

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Product details:

ISBN 10: 0415657881
ISBN 13: 978-0415657884
Author: Andrew D. Banasiewicz

Marketing Database Analytics 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.

Focusing specifically on quantitative marketing metrics, the book:

• Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification
• Establishes the importance of database analytics, integrating both business and marketing practice
• Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data
• Includes cases and exercises to guide students’ learning

Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

Marketing Database Analytics Transforming Data for Competitive Advantage 1st Table of contents:

1. The Informational Advantage 

2. The Marketing Database Analytics Process  

Part I: Need Identification

3. Organizational Objectives and Informational Needs 

4. Skills and Tools  

Part II: Knowledge Creation 

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 

 Part III: Dissemination 

14. Organizational Knowledge Sharing 

15. In Closing

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Andrew D Banasiewicz,Competitive Advantage,Transforming Data