Applied Marketing Analytics Using R

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Applied Marketing Analytics Using R

Gokhan Yildirim,Raoul Kübler
Applied Marketing Analytics Using R Book PDF

Author : Gokhan Yildirim,Raoul Kübler
Publisher : SAGE Publications Limited
Page : 485 pages
File Size : 55,5 Mb
Release : 2023-08-02
Category : Business & Economics
ISBN : 9781529613421

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Applied Marketing Analytics Using R by Gokhan Yildirim,Raoul Kübler Pdf

Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success. Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning. Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course. This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers. Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London. Dr. Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.

APPLIED MARKETING ANALYTICS USING SPSS

Giri, Arunangshu,Paul, Pradip
APPLIED MARKETING ANALYTICS USING SPSS Book PDF

Author : Giri, Arunangshu,Paul, Pradip
Publisher : PHI Learning Pvt. Ltd.
Page : 268 pages
File Size : 44,7 Mb
Release : 2020-12-01
Category : Business & Economics
ISBN : 9789390544219

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APPLIED MARKETING ANALYTICS USING SPSS by Giri, Arunangshu,Paul, Pradip Pdf

Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn plays a vital role in making business strategies and decisions. The present book, following application-based approach, helps readers to understand the usage of analytics in different marketing contexts such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. using SPSS software (Modeler, Statistics and AMOS Graphics). Practical applications in each chapter, with supported screenshots, guide readers to apply different analytical techniques in marketing as they learn. This book is an indispensable companion for the postgraduate students of management with specialization in marketing. Also, the book will prove valuable for the Management Development Programs, Data Analysts, and Researchers in the field. It enables them to identify marketing problems, carry out research efficiently, process the data in a simple way using SPSS, and create reports in a systematic manner. TARGET AUDIENCE • MBA (Marketing) • Data Analysts • Management Development Programme

Applied Marketing Analytics Using SPSS

Arunangshu Giri,Pradip Paul
Applied Marketing Analytics Using SPSS Book PDF

Author : Arunangshu Giri,Pradip Paul
Publisher : Unknown
Page : 0 pages
File Size : 42,9 Mb
Release : 2022-02-28
Category : Marketing research
ISBN : 9390544173

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Applied Marketing Analytics Using SPSS by Arunangshu Giri,Pradip Paul Pdf

Following an application-based approach, this book helps readers to understand the usage of analytics in different marketing contexts, such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, using SPSS software (Modeler, Statistics and AMOS Graphics).

R For Marketing Research and Analytics

Chris Chapman,Elea McDonnell Feit
R For Marketing Research and Analytics Book PDF

Author : Chris Chapman,Elea McDonnell Feit
Publisher : Springer
Page : 487 pages
File Size : 48,9 Mb
Release : 2019-03-28
Category : Computers
ISBN : 9783030143169

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R For Marketing Research and Analytics by Chris Chapman,Elea McDonnell Feit Pdf

The 2nd edition of R for Marketing Research and Analytics continues to be the best place to learn R for marketing research. This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications. The 2nd edition increases the book’s utility for students and instructors with the inclusion of exercises and classroom slides. At the same time, it retains all of the features that make it a vital resource for practitioners: non-mathematical exposition, examples modeled on real world marketing problems, intuitive guidance on research methods, and immediately applicable code.

Marketing Analytics

Robert W. Palmatier,J. Andrew Petersen,Frank Germann
Marketing Analytics Book PDF

Author : Robert W. Palmatier,J. Andrew Petersen,Frank Germann
Publisher : Bloomsbury Publishing
Page : 432 pages
File Size : 52,6 Mb
Release : 2022-03-24
Category : Business & Economics
ISBN : 9781350318403

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Marketing Analytics by Robert W. Palmatier,J. Andrew Petersen,Frank Germann Pdf

Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.

Marketing Analytics

José Marcos Carvalho de Mesquita,Erik Kostelijk
Marketing Analytics Book PDF

Author : José Marcos Carvalho de Mesquita,Erik Kostelijk
Publisher : Taylor & Francis
Page : 211 pages
File Size : 40,8 Mb
Release : 2021-11-01
Category : Business & Economics
ISBN : 9781000481716

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Marketing Analytics by José Marcos Carvalho de Mesquita,Erik Kostelijk Pdf

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques’ applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.

Customer and Business Analytics

Daniel S. Putler,Robert E. Krider
Customer and Business Analytics Book PDF

Author : Daniel S. Putler,Robert E. Krider
Publisher : CRC Press
Page : 315 pages
File Size : 54,6 Mb
Release : 2015-09-15
Category : Business & Economics
ISBN : 9781498759700

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Customer and Business Analytics by Daniel S. Putler,Robert E. Krider Pdf

Customer and Business Analytics: Applied Data Mining for Business Decision Making Using R explains and demonstrates, via the accompanying open-source software, how advanced analytical tools can address various business problems. It also gives insight into some of the challenges faced when deploying these tools. Extensively classroom-tested, the text is ideal for students in customer and business analytics or applied data mining as well as professionals in small- to medium-sized organizations. The book offers an intuitive understanding of how different analytics algorithms work. Where necessary, the authors explain the underlying mathematics in an accessible manner. Each technique presented includes a detailed tutorial that enables hands-on experience with real data. The authors also discuss issues often encountered in applied data mining projects and present the CRISP-DM process model as a practical framework for organizing these projects. Showing how data mining can improve the performance of organizations, this book and its R-based software provide the skills and tools needed to successfully develop advanced analytics capabilities.

Marketing Analytics

Robert W. Palmatier,Frank Germann,J. Andrew Petersen
Marketing Analytics Book PDF

Author : Robert W. Palmatier,Frank Germann,J. Andrew Petersen
Publisher : A&C Black
Page : 128 pages
File Size : 42,6 Mb
Release : 2022
Category : Decision making
ISBN : 1350318418

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Marketing Analytics by Robert W. Palmatier,Frank Germann,J. Andrew Petersen Pdf

"Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors"--

Creating Value with Data Analytics in Marketing

Peter C. Verhoef,Edwin Kooge,Natasha Walk,Jaap E. Wieringa
Creating Value with Data Analytics in Marketing Book PDF

Author : Peter C. Verhoef,Edwin Kooge,Natasha Walk,Jaap E. Wieringa
Publisher : Routledge
Page : 337 pages
File Size : 40,8 Mb
Release : 2021-11-07
Category : Business & Economics
ISBN : 9781000465464

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Creating Value with Data Analytics in Marketing by Peter C. Verhoef,Edwin Kooge,Natasha Walk,Jaap E. Wieringa Pdf

The key competing texts are practitioner-focused ‘how to’ guides, whilst our book combines rigorous theory with practical insight and examples, with authors from both the academic and business world, making it more adoptable as a student text; Unlike other books on the subject, this has a customer focus and an exploration of how big data can add value to customers as well as organisations; Enables readers to move from "big data" to "big solutions" by demonstrating how to integrate data analytics into specific goals and processes for implementation; Highly successful and well regarded both for students and practitioners

Marketing Data Science

Thomas W. Miller
Marketing Data Science Book PDF

Author : Thomas W. Miller
Publisher : FT Press Analytics
Page : 0 pages
File Size : 55,7 Mb
Release : 2015
Category : Business & Economics
ISBN : 0133886557

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Marketing Data Science by Thomas W. Miller Pdf

In the past, marketing textbooks would distinguish between "marketing research," a business discipline, and "market research," as in economics, while marketing research would sometimes be described as "marketing science" or "marketing engineering." Today, marketing and sales, marketing and markets, research and science are one. In a world transformed by information technology and instant communication, data rule the day. Data science is the new statistics, a blending of modeling techniques, information technology, and business savvy. Data science is also the new look of marketing research. The best way to learn about marketing data science is to work through examples. This book provides a ready resource and reference guide for modeling techniques. We show programmers how to build on a foundation of code that works to solve real business problems. For solving problems in marketing data science, some things are more easily accomplished with Python, others with R. And there are times when it is good to offer solutions in both languages, checking one against the other. Together, Python and R make a strong combination for doing data science.

Data Science for Marketing Analytics

Mirza Rahim Baig,Gururajan Govindan,Vishwesh Ravi Shrimali
Data Science for Marketing Analytics Book PDF

Author : Mirza Rahim Baig,Gururajan Govindan,Vishwesh Ravi Shrimali
Publisher : Packt Publishing Ltd
Page : 637 pages
File Size : 54,8 Mb
Release : 2021-09-07
Category : Computers
ISBN : 9781800563889

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Data Science for Marketing Analytics by Mirza Rahim Baig,Gururajan Govindan,Vishwesh Ravi Shrimali Pdf

Turbocharge your marketing plans by making the leap from simple descriptive statistics in Excel to sophisticated predictive analytics with the Python programming language Key FeaturesUse data analytics and machine learning in a sales and marketing contextGain insights from data to make better business decisionsBuild your experience and confidence with realistic hands-on practiceBook Description Unleash the power of data to reach your marketing goals with this practical guide to data science for business. This book will help you get started on your journey to becoming a master of marketing analytics with Python. You'll work with relevant datasets and build your practical skills by tackling engaging exercises and activities that simulate real-world market analysis projects. You'll learn to think like a data scientist, build your problem-solving skills, and discover how to look at data in new ways to deliver business insights and make intelligent data-driven decisions. As well as learning how to clean, explore, and visualize data, you'll implement machine learning algorithms and build models to make predictions. As you work through the book, you'll use Python tools to analyze sales, visualize advertising data, predict revenue, address customer churn, and implement customer segmentation to understand behavior. By the end of this book, you'll have the knowledge, skills, and confidence to implement data science and machine learning techniques to better understand your marketing data and improve your decision-making. What you will learnLoad, clean, and explore sales and marketing data using pandasForm and test hypotheses using real data sets and analytics toolsVisualize patterns in customer behavior using MatplotlibUse advanced machine learning models like random forest and SVMUse various unsupervised learning algorithms for customer segmentationUse supervised learning techniques for sales predictionEvaluate and compare different models to get the best outcomesOptimize models with hyperparameter tuning and SMOTEWho this book is for This marketing book is for anyone who wants to learn how to use Python for cutting-edge marketing analytics. Whether you're a developer who wants to move into marketing, or a marketing analyst who wants to learn more sophisticated tools and techniques, this book will get you on the right path. Basic prior knowledge of Python and experience working with data will help you access this book more easily.

Data Mining for Managers

R. Boire
Data Mining for Managers Book PDF

Author : R. Boire
Publisher : Springer
Page : 242 pages
File Size : 49,5 Mb
Release : 2014-11-17
Category : Business & Economics
ISBN : 9781137406194

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Data Mining for Managers by R. Boire Pdf

Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes.

Architecting Experience

Scot R. Wheeler
Architecting Experience Book PDF

Author : Scot R. Wheeler
Publisher : World Scientific
Page : 281 pages
File Size : 42,7 Mb
Release : 2015-12-16
Category : Business & Economics
ISBN : 9789814678421

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Architecting Experience by Scot R. Wheeler Pdf

"In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment. Wheeler answers the biggest question facing digital marketers today: "with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?" The quick answer to this is "through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience", but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen."--

Product Analytics

Joanne Rodrigues
Product Analytics Book PDF

Author : Joanne Rodrigues
Publisher : Addison-Wesley Professional
Page : 734 pages
File Size : 52,8 Mb
Release : 2020-08-27
Category : Computers
ISBN : 9780135258637

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Product Analytics by Joanne Rodrigues Pdf

Use Product Analytics to Understand Consumer Behavior and Change It at Scale Product Analytics is a complete, hands-on guide to generating actionable business insights from customer data. Experienced data scientist and enterprise manager Joanne Rodrigues introduces practical statistical techniques for determining why things happen and how to change what people do at scale. She complements these with powerful social science techniques for creating better theories, designing better metrics, and driving more rapid and sustained behavior change. Writing for entrepreneurs, product managers/marketers, and other business practitioners, Rodrigues teaches through intuitive examples from both web and offline environments. Avoiding math-heavy explanations, she guides you step by step through choosing the right techniques and algorithms for each application, running analyses in R, and getting answers you can trust. Develop core metrics and effective KPIs for user analytics in any web product Truly understand statistical inference, and the differences between correlation and causation Conduct more effective A/B tests Build intuitive predictive models to capture user behavior in products Use modern, quasi-experimental designs and statistical matching to tease out causal effects from observational data Improve response through uplift modeling and other sophisticated targeting methods Project business costs/subgroup population changes via advanced demographic projection Whatever your product or service, this guide can help you create precision-targeted marketing campaigns, improve consumer satisfaction and engagement, and grow revenue and profits. Register your book for convenient access to downloads, updates, and/or corrections as they become available. See inside book for details.

Data Mining for Business Analytics

Galit Shmueli,Peter C. Bruce,Inbal Yahav,Nitin R. Patel,Kenneth C. Lichtendahl, Jr.
Data Mining for Business Analytics Book PDF

Author : Galit Shmueli,Peter C. Bruce,Inbal Yahav,Nitin R. Patel,Kenneth C. Lichtendahl, Jr.
Publisher : John Wiley & Sons
Page : 576 pages
File Size : 53,6 Mb
Release : 2017-08-29
Category : Mathematics
ISBN : 9781118956632

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Data Mining for Business Analytics by Galit Shmueli,Peter C. Bruce,Inbal Yahav,Nitin R. Patel,Kenneth C. Lichtendahl, Jr. Pdf

Data Mining for Business Analytics: Concepts, Techniques, and Applications in R presents an applied approach to data mining concepts and methods, using R software for illustration Readers will learn how to implement a variety of popular data mining algorithms in R (a free and open-source software) to tackle business problems and opportunities. This is the fifth version of this successful text, and the first using R. It covers both statistical and machine learning algorithms for prediction, classification, visualization, dimension reduction, recommender systems, clustering, text mining and network analysis. It also includes: Two new co-authors, Inbal Yahav and Casey Lichtendahl, who bring both expertise teaching business analytics courses using R, and data mining consulting experience in business and government Updates and new material based on feedback from instructors teaching MBA, undergraduate, diploma and executive courses, and from their students More than a dozen case studies demonstrating applications for the data mining techniques described End-of-chapter exercises that help readers gauge and expand their comprehension and competency of the material presented A companion website with more than two dozen data sets, and instructor materials including exercise solutions, PowerPoint slides, and case solutions www.dataminingbook.com Data Mining for Business Analytics: Concepts, Techniques, and Applications in R is an ideal textbook for graduate and upper-undergraduate level courses in data mining, predictive analytics, and business analytics. This new edition is also an excellent reference for analysts, researchers, and practitioners working with quantitative methods in the fields of business, finance, marketing, computer science, and information technology.