LEADER 04952oam 2200697I 450 001 9910809209903321 005 20240314012620.0 010 $a1-135-12568-6 010 $a0-203-07646-X 010 $a1-135-12569-4 024 7 $a10.4324/9780203076460 035 $a(CKB)2670000000397257 035 $a(EBL)1295134 035 $a(OCoLC)853363088 035 $a(SSID)ssj0000918374 035 $a(PQKBManifestationID)12467257 035 $a(PQKBTitleCode)TC0000918374 035 $a(PQKBWorkID)10895185 035 $a(PQKB)11376372 035 $a(MiAaPQ)EBC1295134 035 $a(Au-PeEL)EBL1295134 035 $a(CaPaEBR)ebr10733453 035 $a(CaONFJC)MIL504580 035 $a(OCoLC)852896209 035 $a(FINmELB)ELB133388 035 $a(EXLCZ)992670000000397257 100 $a20180706d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aMarketing database analytics $etransforming data for competitive advantage /$fAndrew D. Banasiewicz 205 $a1st ed. 210 1$aNew York :$cRoutledge,$d2013. 215 $a1 online resource (397 p.) 300 $aDescription based upon print version of record. 311 $a0-415-65788-1 311 $a0-415-65787-3 320 $aIncludes bibliographical references and index. 327 $aCover ; 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 Tools 327 $aProcess 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 Analyses 327 $aDatabase 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 Impact 327 $aMini-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 Closing 327 $aSputnik and InternetThe Semantic Web; Notes; Bibliography; Index 330 $a

Marketing Database Analytics 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.


Focusing specifically on quantitative marketing metrics, the book: