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Marketing database analytics : transforming data for competitive advantage / / Andrew D. Banasiewicz
| Marketing database analytics : transforming data for competitive advantage / / Andrew D. Banasiewicz |
| Autore | Banasiewicz Andrew D. |
| Pubbl/distr/stampa | New York : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (397 p.) |
| Disciplina | 658.800285/574 |
| Soggetto topico |
Marketing
Marketing - Data processing Database management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-135-12568-6
0-203-07646-X 1-135-12569-4 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 Tools
Process 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 Database 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 Mini-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 Sputnik and InternetThe Semantic Web; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910462960603321 |
Banasiewicz Andrew D.
|
||
| New York : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing database analytics : transforming data for competitive advantage / / Andrew D. Banasiewicz
| Marketing database analytics : transforming data for competitive advantage / / Andrew D. Banasiewicz |
| Autore | Banasiewicz Andrew D. |
| Pubbl/distr/stampa | New York : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (397 p.) |
| Disciplina | 658.800285/574 |
| Soggetto topico |
Marketing
Marketing - Data processing Database management |
| ISBN |
1-135-12568-6
0-203-07646-X 1-135-12569-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 Tools
Process 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 Database 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 Mini-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 Sputnik and InternetThe Semantic Web; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910787318603321 |
|
Banasiewicz Andrew D.
|
||
| New York : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing database analytics : transforming data for competitive advantage / / Andrew D. Banasiewicz
| Marketing database analytics : transforming data for competitive advantage / / Andrew D. Banasiewicz |
| Autore | Banasiewicz Andrew D. |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | New York : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (397 p.) |
| Disciplina | 658.800285/574 |
| Soggetto topico |
Marketing
Marketing - Data processing Database management |
| ISBN |
1-135-12568-6
0-203-07646-X 1-135-12569-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 Tools
Process 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 Database 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 Mini-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 Sputnik and InternetThe Semantic Web; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910809209903321 |
|
Banasiewicz Andrew D.
|
||
| New York : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||