Maity, Moutusy <br/><br/>
Marketing analytics for strategy decision making  

 - New Delhi  Oxford University Press  2021 
 - xiv, 464 p. 
<br/><br/>Table of contents<br/><br/>Section I: The Need for Marketing Analytics<br/><br/>Marketing Analytics and Marketing Research<br/>Marketing Analytics: Data including Web Analytics<br/>Descriptive Analysis<br/>A Primer on Machine Learning for Marketing Analytics<br/>Section II: Understanding the Consumer and Customer: Using Structured Data<br/>Correlation and Regression<br/>Experimental Design<br/>Advertising Analytics<br/>Consumer Perception, Consumer Preference and Customer Portfolio Management<br/>Customer Acquisition<br/>Customer Retention<br/>Section III: Understanding the Consumer and Customer: Using Unstructured Data<br/>Collecting and Understanding Social Media Data<br/>Chapter 12: Visualizing Consumer Engagement<br/>Chapter 13: Simulating Social Media Data Generating Mechanisms<br/>Chapter 14: Analyzing Social Network Data<br/>Chapter 15: Mining Meaning from Text<br/>Chapter 16: Collecting Unstructured Data in Offline Marketing Research<br/>Section IV: Putting it all together<br/>Chapter 17: Coda 
<br/><br/> Designed primarily for the students of MBA specializing in Marketing and written in a lucid manner, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics. 
<br/><br/><label>ISBN: </label>9780190130862 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management--Data processing<br/>Marketing--Management<br/>Marketing--Statistical methods
<br/><br/><label>Dewey Class. No.: </label>658.8  / MAI