04952oam 2200697I 450 991080920990332120240314012620.01-135-12568-60-203-07646-X1-135-12569-410.4324/9780203076460 (CKB)2670000000397257(EBL)1295134(OCoLC)853363088(SSID)ssj0000918374(PQKBManifestationID)12467257(PQKBTitleCode)TC0000918374(PQKBWorkID)10895185(PQKB)11376372(MiAaPQ)EBC1295134(Au-PeEL)EBL1295134(CaPaEBR)ebr10733453(CaONFJC)MIL504580(OCoLC)852896209(FINmELB)ELB133388(EXLCZ)99267000000039725720180706d2013 uy 0engur|n|---|||||txtccrMarketing database analytics transforming data for competitive advantage /Andrew D. Banasiewicz1st ed.New York :Routledge,2013.1 online resource (397 p.)Description based upon print version of record.0-415-65788-1 0-415-65787-3 Includes bibliographical references and index.Cover ; Title Information ; Title Page; Copyright Page; Dedication; Table of Contents; List of Illustrations; About the Author; Preface; 1 The Informational Advantage; The Age of Data; The Believability Factor; What is Knowledge?; Knowledge as a Strategic Asset; The Emerging Field of Database Analytics; About This Book; 2 The Marketing Database Analytics Process; Approach and Philosophy; The Marketing Database Analytics Process; Part I: Need Identification; 3 Organizational Objectives and Informational Needs; Organizational Goals; Informational Objectives; 4 Skills and Tools; Skills and ToolsProcess RequirementsPart II: Knowledge Creation; 5 Analytic Planning; Analytic Planning; Planning Framework; Mini-Case 5.1: Analytic Planning and Customer Loyalty Programs; 6 Data Basics; Data and Databases; Databases in a Nutshell; Data: Types; Data: Contents; It Is Not About the Digits; Textual Information; Single- vs. Multi-Source Analytics; Mini-Case 6.1: Multi-Source Analytics; 7 Analytic File Creation; Data Gathering; Analytic Dataset Creation; Metadata; Mini-Case 7.1: My Know-How and Your Data; 8 Exploratory Data Analyses; Initiating Data AnalysesDatabase Analytics and Data ExplorationThe Exploratory Data Analysis Process; Data Reduction; Mini-Case 8.1: New Insights or Spurious Associations?; 9 Segmentation; Simple Yet Complex; The Evaluation Process; Loyalty Segmentation; Mini-Case 9.1: Segmenting the Leisure Boating Market; 10 Behavioral Predictions; Behavioral Predictions and Decision Support; Threat Anticipation; Opportunity Identification; Mini-Case 10.1: Consumer Coupons and Look-Alike Modeling; 11 Action-Attributable Incrementality; Incrementality Measurement; Impact Assessment; Action-Result Effect Estimation; Profit ImpactMini-Case 11.1: Estimating the Efficacy of Wireless Carriers' Advertising12 Database Scoring; Model Calibration; Database Scoring; Mini-Case 12.1: Consumer Coupons and Look-Alike Modeling Scoring; 13 From Findings To Knowledge; Knowledge Implementation; Deployment; Updating; Mini-Case 13.1: Deploying Database Marketing as a New Customer Acquisition Tool; Part III: Dissemination; 14 Organizational Knowledge Sharing; Analytic Insights and Decisioning; Dashboards and Scorecards; Report Deployment: A Normative Framework; Mini-Case 14.1: Communicating with Non-Technical Audiences; 15 In ClosingSputnik and InternetThe Semantic Web; Notes; Bibliography; Index<P><EM>Marketing Database Analytics</EM> presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.</P><P><BR>Focusing specifically on quantitative marketing metrics, the book:</P><UL><LI>Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification</LMarketingDatabasesMarketingData processingDatabase managementMarketingMarketingData processing.Database management.658.800285/574Banasiewicz Andrew D.1111933MiAaPQMiAaPQMiAaPQBOOK9910809209903321Marketing database analytics4108581UNINA