Marketing Analytics: A Practical Guide to Real Marketing Science

4 valoración promedio
( 15 valoraciones por Goodreads )
 
9780749474171: Marketing Analytics: A Practical Guide to Real Marketing Science

Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segmenting data, testing campaign effectiveness, and forecasting demand.

Assuming no prior knowledge, Marketing Analytics introduces concepts relating to statistics, marketing strategy, and consumer behavior and then works through a series of problems by providing various data modeling options as solutions. By using this format of presenting a problem and multiple ways to solve it, this book both makes marketing science accessible to beginners and aids the more experienced practitioner in understanding the more complex aspects of data analytics to refine their skills and compete more effectively in the workplace.

"Sinopsis" puede pertenecer a otra edición de este libro.

About the Author:

Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of practitioner experience at the forefront of marketing science and data analytics, he now heads up the strategic retail analysis practice at Targetbase. He is also known for his academic work, having written articles for academic and trade journals, and currently teaches at the University of Texas at Dallas. He is a regular speaker at trade conventions and seminars.

Review:

"Marketing Analytics is a must-read for analytics practitioners and marketing managers seeking a comprehensive overview of the most actionable techniques that virtually any organization can apply to gain immediate benefits.... Dr. Grigsby succinctly illustrates the concepts with real examples and provide references for analysts needing deeper guidance or theory. I wish Marketing Analytics was published 15 years ago - it would've saved me a lot of independent research!" (W. Dean Vogt, Jr. Marketing Research and Analytics Practitioner)

"I found Marketing Analytics interesting and easy to comprehend.  It has lucid descriptions along with the illustrations, which complement the text.  Even a layman can understand, as there is no jargon or technical language used."
(Sunpreet Kaur Sahni Assistant Professor, GNIMT)

"I strongly recommend Marketing Analytics to both beginners and folks who don't have much background in statistics.  A very precise book.  Complicated topics around statistics, marketing and modelling are condensed very well in a much-simplified language, along with real-world examples and business cases, which makes it amusing to read and gives clear understanding about applications of the concepts.  The books sets the ground with exactly what one needs to know from statistics as well as marketing, and runs through how these two, coupled with analytics, can help solve real-world business problems.  Later, it also covers Market Research topics and concludes with the Capstone, covering application of all the methodologies to Digital Analytics.  I believe that Marketing Analytics will be a handy reference or manual for students as well as marketing analytics professionals." (Sasmit Khokale Analytics Practitioner)

"Marketing Analytics is a good resource for someone who has just started out in analytics or has interest in marketing analytics. The introduction to the theory and concept behind using a particular technique to solve a specific problem helps the reader better understand the application of statistical methods. The detailed business cases, explained in story form help see the real-world example of the analytical model adopted for the problem." (Prasanna Bidkar Right Mix Technologies)

"In his book Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges.  By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Mike recommends scientific and innovative solutions to common marketing problems in the current business environment.  Every chapter is an interesting journey for the reader.

What I like most about the book is its simplicity and how it applies to real work-related situations in which almost all of us have been involved while practising marketing of any sort.  I also like how Mike talks about tangible measurements of strategic recommended marketing solutions as well as how they add value to companies' strategic endeavours.  I highly recommend reading this book as it adds a completely new dimension to marketing science." (Kristina Domazetoska Project Manager and Implementation Consultant, Insala)

"Marketing Analytics is a practical guidebook written in a conversational tone that makes complex theories easily understood. The author's experience in the industry combined with his inherent gift for explaining everything a successful marketing analyst needs to know makes this book a must-read." (Katy Richardson Founder and Principal, 214 Creative)

"Offers a truly accessible guide to the basics and practice of marketing analytics." (Koen Pauwels, Professor of Marketing at Ozyegin University, Istanbul and Honorary Professor at the University of Groningen)

"This is an excellent read for people in the industry who work in strategy and marketing.  This is one of the first books that I have read that covers the entire spectrum from demand, segmentation, targeting, and how results can be calculated.  In an age where marketing is becoming more and more sophisticated, this book provides the tools and the mathematics behind the facts.  Marketing Analytics is written with a scientific voice, but was very readable, with the science wrapped into everyday activities, based on a character we can all relate to, that are derived from these formulas, ultimately driving ROI." (Elizabeth Johnson VP, Shopper Marketing-Digital Solutions Retailigence)

"This book gives a broad overview of marketing analytics to people who don't have any related background....[E]xamples are explained to give readers a clearer idea. I think the book is worth a read for anyone who wants to become a marketing analyst." (Yuan Fang MSc (Marketing Analytics candidate))

"Mike's book is the right blend of theory applied to the real world, large-scale data problems of marketing.  It's exactly the book I wish I'd had when I started out in this field." (Jeff Weiner Sr. Director, Channel and Employee Analytics-US Region, Aimia)

"For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to know presented as a conversation with examples to boot! You'll definitely sound smarter in the boardroom after reading this book!" (James Mourey, PhD and Assistant Professor of Marketing DePaul University)

"In one sentence, the role of marketing is to determine who the organization can serve and how it can best be done.  To this end, Mike Grigsby escorts the reader through the difficult process of understanding, explaining, and anticipating customer behaviour, aptly delivered with the no-nonsense authority earned by veterans of marketing success.  If Marketing Analytics is the class, I'm sitting front row!" (Allyn White PhD)

"Sobre este título" puede pertenecer a otra edición de este libro.

Los mejores resultados en AbeBooks

1.

Grigsby, Mike
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos Paperback Cantidad: > 20
Impresión bajo demanda
Librería
BargainBookStores
(Grand Rapids, MI, Estados Unidos de America)
Valoración
[?]

Descripción Paperback. Estado de conservación: New. This item is printed on demand. Item doesn't include CD/DVD. Nº de ref. de la librería 8361356

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 17,67
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,43
A Estados Unidos de America
Destinos, gastos y plazos de envío

2.

Grigsby, Mike
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos Cantidad: 9
Librería
Paperbackshop-US
(Wood Dale, IL, Estados Unidos de America)
Valoración
[?]

Descripción 2015. PAP. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería KB-9780749474171

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 18,77
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,43
A Estados Unidos de America
Destinos, gastos y plazos de envío

3.

Mike Grigsby
Editorial: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos Paperback Cantidad: 10
Librería
The Book Depository
(London, Reino Unido)
Valoración
[?]

Descripción Kogan Page Ltd, United Kingdom, 2015. Paperback. Estado de conservación: New. Language: English . Brand New Book. Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers of Marketing Analytics will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters. Nº de ref. de la librería AAS9780749474171

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 22,46
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

4.

Mike Grigsby
Editorial: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos Paperback Cantidad: 10
Librería
The Book Depository US
(London, Reino Unido)
Valoración
[?]

Descripción Kogan Page Ltd, United Kingdom, 2015. Paperback. Estado de conservación: New. Language: English . Brand New Book. Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers of Marketing Analytics will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters. Nº de ref. de la librería AAS9780749474171

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 22,46
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

5.

Grigsby, Mike
Editorial: Kogan Page (2017)
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos Paperback Cantidad: 10
Impresión bajo demanda
Librería
Murray Media
(North Miami Beach, FL, Estados Unidos de America)
Valoración
[?]

Descripción Kogan Page, 2017. Paperback. Estado de conservación: New. This item is printed on demand. Nº de ref. de la librería 0749474173

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 22,36
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 2,57
A Estados Unidos de America
Destinos, gastos y plazos de envío

6.

Grigsby, Mike
Editorial: Kogan Page
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos PAPERBACK Cantidad: 3
Librería
Lakeside Books
(Benton Harbor, MI, Estados Unidos de America)
Valoración
[?]

Descripción Kogan Page. PAPERBACK. Estado de conservación: New. 0749474173 BRAND NEW, GIFT QUALITY! NOT OVERSTOCKS OR MARKED UP REMAINDERS! DIRECT FROM THE PUBLISHER!|0.78. Nº de ref. de la librería OTF-Y-9780749474171

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 21,56
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,43
A Estados Unidos de America
Destinos, gastos y plazos de envío

7.

Mike Grigsby
Editorial: Kogan Page Ltd
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos Paperback Cantidad: 20
Librería
BuySomeBooks
(Las Vegas, NV, Estados Unidos de America)
Valoración
[?]

Descripción Kogan Page Ltd. Paperback. Estado de conservación: New. Paperback. 240 pages. Marketing Analytics: A Practical Guide to Real Marketing Science arms business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing problems, from pulling a targeted list and segmenting data to testing campaign effectiveness and forecasting demand. Assuming no prior knowledge, this book outlines everything practitioners need to do marketing science and demonstrate value to their organization. It introduces concepts relating to statistics, marketing strategy and consumer behaviour and then works through a series of marketing problems in a straightforward, jargon-free way. It demonstrates solutions for various data modelling scenarios and includes full workings and critical analyses to reinforce the key concepts. By starting with the marketing problem and then sharing a series of data modelling options on how to solve it, Marketing Analytics: A Practical Guide to Real Marketing Science both makes marketing science accessible for beginners and aids the more seasoned practitioner in getting to grips with the trickier technical aspects of data analytics to refine their marketing skills and toolkit and compete more effectively in the marketplace. About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations so marketers can gain confidence in applying the tools and techniques and to commission external research. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Nº de ref. de la librería 9780749474171

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 23,30
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,39
A Estados Unidos de America
Destinos, gastos y plazos de envío

8.

Mike Grigsby
Editorial: Kogan Page Ltd
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos Paperback Cantidad: 2
Librería
THE SAINT BOOKSTORE
(Southport, Reino Unido)
Valoración
[?]

Descripción Kogan Page Ltd. Paperback. Estado de conservación: new. BRAND NEW, Marketing Analytics: A Practical Guide to Real Marketing Science, Mike Grigsby, Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters. Nº de ref. de la librería B9780749474171

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 19,30
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 7,78
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

9.

Mike Grigsby
Editorial: Kogan Page 2015-06-03, London (2015)
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos paperback Cantidad: > 20
Librería
Blackwell's
(Oxford, OX, Reino Unido)
Valoración
[?]

Descripción Kogan Page 2015-06-03, London, 2015. paperback. Estado de conservación: New. Nº de ref. de la librería 9780749474171

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 23,88
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,36
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

10.

Mike Grigsby
ISBN 10: 0749474173 ISBN 13: 9780749474171
Nuevos Cantidad: > 20
Librería
BWB
(Valley Stream, NY, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: New. Depending on your location, this item may ship from the US or UK. Nº de ref. de la librería 97807494741710000000

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 27,80
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío

Existen otras copia(s) de este libro

Ver todos los resultados de su búsqueda