TY  - BOOK
AU  - Venkatesan,Rajkumar
AU  - Farris,Paul W.
AU  - Wilcox,Ronald T.
TI  - Marketing analytics: essential tools for data-driven decisions 
T2  - Darden business publishing
SN  - 9780813945156
U1  - 658.8 
PY  - 2021///
CY  - Virginia
PB  - Darden Business Publishing, University of Virginia Press
KW  - Marketing
KW  - Management
KW  - Statistical methods
KW  - Marketing research
N1  - Includes bibliographical references and index; Resource Allocation -- Cluster Analysis -- Conjoint Analysis -- Linear Regression -- Customer Lifetime Value -- Marketing Experiments -- Paid Search Advertising -- Text Analytics -- Logistic Regression -- Recommendation Systems -- Automation of Marketing Models -- Implementing Marketing Analytics
N2  - "A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"--
ER  -