Marketing Analytics For Strategic Decision-Making
Price: 625.00 INR
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ISBN:
9780190130862
Publication date:
23/04/2021
Paperback
480 pages
Price: 625.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780190130862
Publication date:
23/04/2021
Paperback
480 pages
First Edition
Moutusy Maity & Pavankumar Gurazada
• Provides comprehensive coverage of marketing analytics and its applications in the real world
• Includes a dedicated chapter on understanding machine learning for marketing analytics
• Presents all exercises demonstrating analytical concepts in at least two of the following analytics software: R-language programming, SPSS or Excel
• Includes ample number of examples for students to practise and learn the basics of marketing analytics
Instructor resources
(a) Powerpoint slides
(b) Instructor Manual
Rights: World Rights
First Edition
Moutusy Maity & Pavankumar Gurazada
Description
With a change in the consumer’s buying behaviour, there is a need for marketers to understand and use technology-enhanced data collection and analysis methods. Marketing Analytics has been written from a perspective to provide a complete coverage of the analytical concepts that are pertinent and important for a marketer through illustrations that make use of appropriate data sets and apply software such as R, SPSS and Excel.
Designed primarily for the students of MBA specializing in Marketing, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics. Spread over 17 chapters, the book is divided into four sections.
About the authors
Moutusy Maity is Professor, Marketing Management, Indian Institute of Management Lucknow.
Pavankumar Gurazada is Faculty (Business and AI), Great Learning, Bengaluru.
First Edition
Moutusy Maity & Pavankumar Gurazada
Table of contents
Section I, The Need for Marketing Analytics — Provides a holistic step-by-step roadmap for undertaking marketing analytics. Real-world examples of machine learning in marketing analytics are presented. A machine learning approach is adopted throughout the book.
Section II, Understanding the Consumer and Customer: Using Structured Data — Presents analytic techniques for analyzing structured data. This section discusses analytical techniques including cluster analysis, multi-dimensional scaling, conjoint analysis, regression techniques, ANOVA, survival analysis, RFM technique, and customer lifetime value.
Section III, Understanding the Consumer and Customer: Using Unstructured Data — Provides a variety of analytics techniques to analyze unstructured data. This section discusses data obtained and analyzed from social networks and social networking websites, and presents analytic techniques including agent-based models, social network analysis, and text analytics.
Section IV, Putting it All Together — Concludes by discussing the application of marketing analytics in the context of the 5 Ps (Product, Place, Price, Promotion, Packaging) and the 4 Cs (Customer Value, Convenience, Cost, Communication).
First Edition
Moutusy Maity & Pavankumar Gurazada
Description
With a change in the consumer’s buying behaviour, there is a need for marketers to understand and use technology-enhanced data collection and analysis methods. Marketing Analytics has been written from a perspective to provide a complete coverage of the analytical concepts that are pertinent and important for a marketer through illustrations that make use of appropriate data sets and apply software such as R, SPSS and Excel.
Designed primarily for the students of MBA specializing in Marketing, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics. Spread over 17 chapters, the book is divided into four sections.
About the authors
Moutusy Maity is Professor, Marketing Management, Indian Institute of Management Lucknow.
Pavankumar Gurazada is Faculty (Business and AI), Great Learning, Bengaluru.
Table of contents
Section I, The Need for Marketing Analytics — Provides a holistic step-by-step roadmap for undertaking marketing analytics. Real-world examples of machine learning in marketing analytics are presented. A machine learning approach is adopted throughout the book.
Section II, Understanding the Consumer and Customer: Using Structured Data — Presents analytic techniques for analyzing structured data. This section discusses analytical techniques including cluster analysis, multi-dimensional scaling, conjoint analysis, regression techniques, ANOVA, survival analysis, RFM technique, and customer lifetime value.
Section III, Understanding the Consumer and Customer: Using Unstructured Data — Provides a variety of analytics techniques to analyze unstructured data. This section discusses data obtained and analyzed from social networks and social networking websites, and presents analytic techniques including agent-based models, social network analysis, and text analytics.
Section IV, Putting it All Together — Concludes by discussing the application of marketing analytics in the context of the 5 Ps (Product, Place, Price, Promotion, Packaging) and the 4 Cs (Customer Value, Convenience, Cost, Communication).
Moutusy Maity
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