Andrew D Banasiewicz

Marketing Database Analytics

Transforming Data for Competitive Advantage

• Gebundenes Buch

Produktbeschreibung

Marketing Database Analytics presents a step-by-step process for interpreting data to gain insights that drive business decisions. The book establishes the importance of database analytics, integrating business and marketing practice. Demonstrating both concepts and techniques, this book will serve both graduate students of marketing research and practitioners well.

Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Seitenzahl: 376
• Erscheinungstermin: 2. Mai 2013
• Englisch
• Abmessung: 246mm x 178mm x 28mm
• Gewicht: 857g
• ISBN-13: 9780415657877
• ISBN-10: 0415657873
• Artikelnr.: 36330520

Autorenporträt

Andrew Banasiewicz is a lecturer at the School of Management at Boston University, USA. He has held senior level positions in marketing, database management and risk management organizations, and has authored two other books, as well as numerous articles. For a more detailed biography, visit http://msmonline.bu.edu/faculty/andrew-banasiewicz

Inhaltsangabe

1. The Informational Advantage 2. The Marketing Database Analytics Process
Part I: Need Identification 3. Organizational Objectives and Informational
Needs 4. Skills and Tools Part II: Knowledge Creation 5. Analytic Planning
6. Data Basics 7. Analytic File Creation 8. Exploratory Data Analyses 9.
Segmentation 10. Behavioral Predictions 11. Action-attributable
Incrementality 12. Database Scoring 13. From Findings to Knowledge Part
III: Dissemination 14. Organizational Knowledge Sharing 15. In Closing