000 02351nam a22003617a 4500
003 AE-UQU
005 20230808102937.0
008 230808b |||||||| |||| 00| 0 eng d
020 _a9780813945156
_q(hardcover ;
_qalk. paper)
040 _aDLC
_beng
_erda
_cAE-UQU
_dDLC
082 0 0 _a658.8
100 1 _aVenkatesan, Rajkumar,
_eauthor.
245 1 0 _aMarketing analytics :
_bessential tools for data-driven decisions /
_cRajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox.
250 _a1st ed.
264 1 _aVirginia :
_bDarden Business Publishing, University of Virginia Press,
_c2021.
300 _ax, 312 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
490 0 _aDarden business publishing
504 _aIncludes bibliographical references and index.
505 0 _aResource 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.
520 _a"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"--
_cProvided by publisher.
650 0 _aMarketing
_xManagement.
650 0 _aMarketing
_xStatistical methods.
650 0 _aMarketing research.
700 1 _aFarris, Paul W.,
_eauthor.
700 1 _aWilcox, Ronald T.,
_eauthor.
776 0 8 _iOnline version:
_aVenkatesan, Rajkumar.
_tMarketing analytics
_dCharlottesville : Darden Business Publishing, University of Virginia Press, 2021.
_z9780813945163
_w(DLC) 2020037901
906 _a7
_bcbc
_corignew
_d1
_eecip
_f20
_gy-gencatlg
942 _2ddc
_cBK
999 _c8119
_d8119