Buch, Englisch, 336 Seiten, Format (B × H): 170 mm x 240 mm
Understand Data-Driven Decision-Making
Buch, Englisch, 336 Seiten, Format (B × H): 170 mm x 240 mm
ISBN: 978-1-3986-2327-9
Verlag: Kogan Page Ltd
This introductory textbook demystifies the complex field of marketing analytics, taking students on a journey from fundamental concepts to practical insights.
Ideal for undergraduate students, beginning to learn marketing analytics, Principles of Marketing Analytics covers:
- Data collection and measurement
- Customer segmentation and targeting
- Marketing campaign optimization
- Machine learning for marketing
- Forecasting future marketing trends
As well as web analytics, social marketing analytics and exploring the potential of generative AI for A/B testing and customer engagement. Learn how to implement data-driven marketing strategies through practical exercises and valuable insights. Online resources include PowerPoint slides and a guide for lecturers, and in-text features include a glossary, key learning points and real-world examples from companies such as Netflix and Airbnb.
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Weitere Infos & Material
Chapter - 01: Introduction to marketing analytics: Defining the field Chapter - 02: Data collection and measurement: Best practices for collecting, organising, and storing marketing data; Chapter - 03: Key marketing metrics: Understanding the essential metrics for measuring marketing performance; Chapter - 04: Customer segmentation and targeting: Using data to identify and reach high-value customer segments; Chapter - 05: Marketing campaign optimization: Leveraging data for effective marketing campaigns; Chapter - 06: Social media analytics: Tracking social media performance and engaging with customers online; Chapter - 07: Web analytics: Analysing website traffic to optimize user experience; Chapter - 08: Predictive Modeling: Using data to forecast future marketing trends and outcomes; Chapter - 09: Marketing Attribution: Determining the effectiveness of different marketing channels and touchpoints; Chapter - 10: Machine Learning for Marketing: Leveraging AI to automate marketing tasks and improve decision-making; Chapter - 11: The Rise of Generative AI in Marketing: Exploring the potential of Generative AI