Data mining and market intelligence for optimal marketing returns

The authors present case studies addressing marketing investment issues with a step by step process that includes: identification of business issues and objectives; metric identification and data collection; selection of marketing research methods or/and data mining techniques; modelling and analysis; solutions with recommendations; test and rollout; and incorporating learning into ongoing marketing budget planning. The book provides holistic view of marketing research and data mining, which are often understood and implemented in silos. Understanding how to integrate the two schools of thoughts is essential for success in marketing investment.To illustrate the content, case studies in a broad range of industries and target audiences are used, with examples that include: industries such as financial, banking, retail, high tech, pharmaceutical, health care, and ecommerce; both Business-to-Business and Business-to-Consumer;various target audiences such as affluent consumers vs. non-affluent consumers, etc; and coverage of the latest marketing investment problems such as measurement of online advertising effectiveness.Furthermore, the authors offer a comprehensive discussion of data, metrics, techniques, including statistical concepts, such as sample size and test of significance, in depth discussion of latest online and offline measurement metrics, syndicated research vs. customized research. It provides a dual treatment of market research and data mining. It uses a how-to approach for professionals with illustrative case studies in addition to theory. It includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure.

• ISBN: 978-0-7506-8234-3
• Editorial: Butterworth-Heinemann
• Encuadernacion: Cartoné
• Páginas: 296
• Fecha Publicación: 21/04/2008
• Nº Volúmenes: 1
• Idioma: Inglés