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Full Product Details

Author:   Mike Grigsby
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   3rd Revised edition
Dimensions:   Width: 13.60cm , Height: 1.80cm , Length: 21.70cm
Weight:   0.200kg
ISBN:  

9781398608191

ISBN 10:   139860819
Pages:   336
Publication Date:   03 December 2022
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Section - 00: Introduction; Section - PART ONE: How can marketing analytics help you?; Chapter - 01: Overview of statistics; Chapter - 02: Consumer behaviour and marketing strategy; Chapter - 03: What is an insight?; Section - PART TWO: Dependent variable techniques; Chapter - 04: Modelling demand and elasticity; Chapter - 05: Polynomial distributed lags; Chapter - 06: Using Poisson regression; Chapter - 07: Logistic regression and market basket analysis; Chapter - 08: Survival modelling and lifetime value; Chapter - 09: Panel regression and same store sales; Chapter - 10: Introduction to forecasting; Section - PART THREE: Interrelationship techniques; Chapter - 11: Simultaneous equations; Chapter - 12: Principal components and factor analysis; Chapter - 13: Segmentation overview; Chapter - 14: Tools of segmentation; Section - PART FOUR: Focus on media and loyalty; Chapter - 15: Modelling marcom value; Chapter - 16: Media mix modelling; Chapter - 17: Overview of loyalty; Chapter - 18: Loyalty with SEM; Chapter - 19: The customer loyalty journey; Section - PART FIVE: More important topics for everyday marketing; Chapter - 20: Statistical testing; Chapter - 21: Introduction to Big Data; Chapter - 22: Conclusion - The finale; Chapter - 23: References; Chapter - 24: Further reading;

Reviews

In 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, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science. * Kristina Domazetoska, Project Manager and Implementation Consultant at Insala - Talent Development and Mentoring Solutions * Grigsby'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, Senior Director, Analytics, One10 *

Author Information

Mike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.

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