메세지가 없습니다
상세정보
- 검색상세정보
Marketing analytics : a practical guide to improving consumer insights using data techniques
Grigsby, Mike
- 책이미지
- 서평쓰기
- 서평쓰기
- 책이미지
-
QRcode
- QRcode 사용방법
-
QRcode 사용방법
- QR코드 정의
- 사각형의 가로세로 격자무늬에 다양한 정보를 담고 있는 2차원(매트릭스)형식의 코드로 스마트폰으로 QR코드를 스캔하면 각종 정보를 제공 받을 수 있습니다.
- QR코드 인식프로그램
- 스마트폰 마켓에 들어가면 'QR코드 스캔 프로그램'을 검색해 무료 어플을 다운받아 사용하시면 됩니다.
- 도서정보 QR코드 이용하기
- 도서 상세정보에서 QR코드를 스캔하면, 모바일 웹페이지로 연결되어 해당 도서의 상세정보 및 소장정보 등을 확인 할 수 있습니다.
| 자료유형 | E-BOOK |
|---|---|
| 서명/저자사항 | Marketing analytics : a practical guide to improving consumer insights using data techniques/ Mike Grigsby. |
| 개인저자 | Grigsby, Mike,author. |
| 판사항 | Second edition. |
| 발행사항 | London ; New York: Kogan Page, 2018. |
| 형태사항 | 1 online resource. |
| 기타형태 저록 | Print version: Grigsby, Mike. Marketing analytics. Second edition. London ; New York : Kogan Page, 2018 9780749482169 |
| ISBN | 9780749482176 0749482176 |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Cover; Contents; Foreword to the first edition; Foreword to the second edition; Preface; Introduction to marketing analytics; PART ONE Overview -- how can marketing analytics help you?; 01 A brief statistics review; Measures of central tendency; Measures of dispersion; The normal distribution; Confidence intervals; Relations among two variables: covariance and correlation; Probability and the sampling distribution; Conclusion; Checklist: You'll be the smartest person in the room if you...; 02 Brief principles of consumer behaviour and marketing strategy; Introduction Consumer behaviour as the basis for marketing strategyOverview of consumer behaviour; Overview of marketing strategy; Conclusion; Checklist: You'll be the smartest person in the room if you...; 03 What is an insight?; Introduction; Insights tend not to be used by executives; Is this an insight?; So, what is an insight?; Ultimately, an insight is about action-ability; Checklist: You'll be the smartest person in the room if you...; PART TWO Dependent variable techniques; 04 What drives demand? Modelling dependent variable techniques; Introduction Dependent equation type vs inter-relationship type statisticsDeterministic vs probabilistic equations; Business case; Results applied to business case; Modelling elasticity; Technical notes; Highlight: Segmentation and elasticity modelling can maximize revenue in a retail/medical clinic chain:field test results; Abstract; The problem and some background; Description of the dataset; First: segmentation; Then: elasticity modelling; Last: test vs control; Discussion; Conclusion; Checklist: You'll be the smartest person in the room if you...; 05 Who is most likely to buy and how do I target them? IntroductionConceptual notes; Business case; Results applied to the model; Lift charts; Using the model -- collinearity overview; Variable diagnostics; Highlight: Using logistic regression for market basket analysis; Abstract; What is a market basket?; Logistic regression; How to estimate/predict the market basket; Conclusion; Checklist: You'll be the smartest person in the room if you...; 06 When are my customers most likely to buy?; Introduction; Conceptual overview of survival analysis; Business case; More about survival analysis; Model output and interpretation; Conclusion Highlight: Lifetime value: how predictive analysis is superior to descriptive analysisAbstract; Descriptive analysis; Predictive analysis; An example; Checklist: You'll be the smartest person in the room if you...; 07 Panel regression -- how to use a cross-sectional time series; Introduction; What is panel regression?; Panel regression: details; Business case; Insights about marcom (direct mail, e-mail and SMS); Insights about time period (quarters); Insights about cross sections (counties); Conclusion; Checklist: You'll be the smartest person in the room if you... |
| 요약 | Understand how to apply marketing science techniques fearlessly, to improve consumer insights and compete more effectively in the marketplace. |
| 일반주제명 | Marketing research. Marketing. Marketing. Marketing research. BUSINESS & ECONOMICS / Industrial Management. BUSINESS & ECONOMICS / Management. BUSINESS & ECONOMICS / Management Science. BUSINESS & ECONOMICS / Organizational Behavior. |
| 언어 | 영어 |
| 바로가기 | URL |
소장정보
청구기호 Browsing
이 분야 인기자료
-
- 보는 사람, 화가 : 보이지 않는 본질을 끝끝내 바라보...
- 최예선
- 앤의서재, 2024
-
- 꾸밈없는 언어 : 미스 반 데어 로에의 말과 건축
- 노이마이어, 프리츠
- 동녘, 2009
-
- 그림이라는 위로 : 불안과 두려움을 지난 화가들이 건네...
- 윤성희
- 빅피시, 2024
-
- 공간실험일지 = Space lab file
- 호서대학교. 실내디자인학과
- Spacetime: 시공문화사, 2009
-
- (혁신기업의 위대한 선택) 스마트 오피스 모델의 탄생 ...
- 김한
- 아침, 2016
태그가 저장되었습니다. 
태그저장 중 오류가 발생하였습니다. 재시도 하십시오. 
개인정보처리방침
주소 : 부산광역시 남구 신선로 428 동명대학교 중앙도서관전화번호 : 051-629-3101~8
COPYRIGHT ⓒ 2016 TONGMYONG UNIVERSITY LIBRARY. ALL RIGHTS RESERVED.
서평 (0 건)
*주제와 무관한 내용의 서평은 삭제될 수 있습니다.
서평추가