Kooperativer Bibliotheksverbund

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Format: 1 online resource (295 pages)

Edition: 1st ed.

ISBN: 9780750682343 , 9780080878096

Content: The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners

Note: Cover -- Data Mining and Market Intelligence for Optimal Marketing Returns -- Copyright -- Contents -- Preface -- Biographies -- CHAPTER 1 Introduction -- Strategic importance of metrics, marketing research and data mining in today's marketing world -- The role of metrics -- The role of research -- The role of data mining -- An effective eight-step process for incorporating metrics, research and data mining into marketing planning and execution -- Step 1: identifying key stakeholders and their business objectives -- Step 2: selecting appropriate metrics to measure marketing success -- Step 3: assessing the market opportunity -- Step 4: conducting competitive analysis -- Step 5: deriving optimal marketing spending and media mix -- Step 6: leveraging data mining for optimization and getting early buy-in and feedback from key stakeholders -- Step 7: tracking and comparison of metric goals and results -- Step 8: incorporating the learning into the next round of marketing planning -- Integration of market intelligence and databases -- Cultivating adoption of metrics, research and data mining in the corporate structure -- Identification of key required skills -- Creating an effective engagement process -- Promoting research and analytics -- CHAPTER 2 Marketing Spending Models and Optimization -- Marketing spending model -- Static models -- Dynamic models -- Marketing spending models and corporate finance -- A framework for corporate performance marketing effort integration -- CHAPTER 3 Metrics Overview -- Common metrics for measuring returns and investments -- Measuring returns with return metrics -- Measuring investment with investment metrics -- Developing a formula for return on investment -- Common ROI tracking challenges -- Process for identifying appropriate metrics -- Identification of the overall business objective , Case study two: attrition modeling for customer retention -- Case study three: customer growth model -- CHAPTER 10 Data Mining for Cross-Selling and Bundled Marketing -- Association engine -- Case study one: e-commerce cross-sell -- Model building -- Model validation -- Case study two: online advertising promotions -- Model building -- Model validation -- CHAPTER 11 Web Analytics -- Web analytics overview -- Web analytic reporting overview -- Brand or product awareness generation -- Web site content management -- Lead generation -- E-commerce direct sales -- Customer support and service -- Web syndicated research -- CHAPTER 12 Search Marketing Analytics -- Search engine optimization overview -- Site analysis -- SEO metrics -- Search engine marketing overview -- SEM resources -- SEM metrics -- Onsite search overview -- Visitor segmentation and visit scenario analysis -- Index , Probability density functions -- Independent and dependent variables -- Covariance and correlation coefficient -- Tests of significance -- Experimental design -- CHAPTER 7 Introduction to Data Mining -- Data mining overview -- An effective step by step data mining thought process -- Step one: identification of business objectives and goals -- Step two: determination of the key focus business areas and metrics -- Step three: translation of business issues into technical problems -- Step four: selection of appropriate data mining techniques and software tools -- Step five: identification of data sources -- Step six: conduction of analysis -- Step seven: translation of analytical results into actionable business recommendations -- Overview of data mining techniques -- Basic data exploration -- Linear regression analysis -- Cluster analysis -- Principal component analysis -- Factor analysis -- Discriminant analysis -- Correspondence analysis -- Analysis of variance -- Canonical correlation analysis -- Multi-dimensional scaling analysis -- Time series analysis -- Conjoint analysis -- Logistic regression -- Association analysis -- Collaborative filtering -- CHAPTER 8 Audience Segmentation -- Case study one: behavior and demographics segmentation -- Model building -- Model validation -- Case study two: value segmentation -- Model building -- Model validation -- Case study three: response behavior segmentation -- Model building -- Validation -- Case study four: customer satisfaction segmentation -- Model building -- Validation -- CHAPTER 9 Data Mining for Customer Acquisition, Retention, and Growth -- Case study one: direct mail targeting for new customer acquisition -- Purchase model on prospects having received a catalog -- Purchase model based on prospects not having received a catalog -- Prospect scoring -- Modeling financial impact , Understanding the impact of a marketing effort on target audience migration -- Selection of appropriate marketing communication channels -- Identification of appropriate return metrics by stage in the sales cycle -- Differentiating return metrics from operational metrics -- CHAPTER 4 Multi-channel Campaign Performance Reporting and Optimization -- Multi-channel campaign performance reporting -- Multi-channel campaign performance optimization -- Uncovering revenue-driving factors -- CHAPTER 5 Understanding the Market through Marketing Research -- Market opportunities -- Market size -- Factors that impact market-opportunity dynamics -- Market growth trends -- Market share -- Basis for market segmentation -- Market segmentation by market size, market growth, and market share: case study one -- Using market research and data mining for building a marketing plan -- Marketing planning based on market segmentation and overall company goal: case study two -- Target-audience segmentation -- Target-audience attributes -- Types of target-audience segmentation -- Understanding route to market and competitive landscape by market segment -- Routes to market -- Competitive landscape -- Competitive analysis methods -- Overview of marketing research -- Syndicated research versus customized research -- Primary data versus secondary data -- Surveys -- Panel studies -- Focus groups -- Sampling methods -- Sample size -- Research report and results presentation -- Structure of a research report -- CHAPTER 6 Data and Statistics Overview -- Data types -- Overview of statistical concepts -- Population, sample, and the central limit theorem -- Random variables -- Probability, probability mass, probability density, probability distribution, and expectation -- Mean, median, mode, and range -- Variance and standard deviation -- Percentile, skewness, and kurtosis

Additional Edition: Print version Chiu, Susan Data Mining and Market Intelligence for Optimal Marketing Returns Oxford : Taylor & Francis Group,c2011 ISBN 9780750682343

Language: English

Keywords: Electronic books

URL: FULL  ((OIS Credentials Required))

UID:

Format: 1 Online-Ressource (XII, 280 S.) , graph. Darst.

Edition: 1. ed.

ISBN: 0750682345 , 9780750682343

Language: English

Keywords: Marketingforschung ; Data Mining ; Marketingaudit ; Data Mining ; Marketingforschung ; Data Mining ; Business Intelligence

URL: Volltext

URL: Inhaltsverzeichnis  (kostenfrei)

UID:

Format: XII, 280 S. : , graph. Darst.

Edition: 1. ed.

ISBN: 0-7506-8234-5 , 978-0-7506-8234-3

Language: English

Subjects: Economics

Keywords: Marketingforschung ; Data Mining ; Marketingaudit ; Data Mining ; Marketingforschung ; Data Mining ; Business Intelligence

URL: Inhaltsverzeichnis  (lizenzfrei)

URL: http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016676438&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA

UID:

Format: Online-Ressource (xii, 280 p) , ill , 24 cm

Edition: Online-Ausg. Amsterdam Elsevier Science & Technology 2009 Electronic reproduction; Mode of access: World Wide Web

ISBN: 0750682345 , 0080878091 , 9780750682343 , 9780080878096

Content: The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners. * Provides a dual treatment of market research and data mining * Uses a how-to approach for professionals with illustrative case studies in addition to theory * Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure

Content: The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners. * Provides a dual treatment of market research and data mining * Uses a how-to approach for professionals with illustrative case studies in addition to theory * Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure

Note: Includes bibliographical references and index , Cover; Data Mining and Market Intelligence for Optimal Marketing Returns; Copyright; Contents; Preface; Biographies; CHAPTER 1 Introduction; Strategic importance of metrics, marketing research and data mining in today's marketing world; The role of metrics; The role of research; The role of data mining; An effective eight-step process for incorporating metrics, research and data mining into marketing planning and execution; Step 1: identifying key stakeholders and their business objectives; Step 2: selecting appropriate metrics to measure marketing success , Step 3: assessing the market opportunityStep 4: conducting competitive analysis; Step 5: deriving optimal marketing spending and media mix; Step 6: leveraging data mining for optimization and getting early buy-in and feedback from key stakeholders; Step 7: tracking and comparison of metric goals and results; Step 8: incorporating the learning into the next round of marketing planning; Integration of market intelligence and databases; Cultivating adoption of metrics, research and data mining in the corporate structure; Identification of key required skills , Creating an effective engagement processPromoting research and analytics; CHAPTER 2 Marketing Spending Models and Optimization; Marketing spending model; Static models; Dynamic models; Marketing spending models and corporate finance; A framework for corporate performance marketing effort integration; CHAPTER 3 Metrics Overview; Common metrics for measuring returns and investments; Measuring returns with return metrics; Measuring investment with investment metrics; Developing a formula for return on investment; Common ROI tracking challenges; Process for identifying appropriate metrics , Identification of the overall business objectiveUnderstanding the impact of a marketing effort on target audience migration; Selection of appropriate marketing communication channels; Identification of appropriate return metrics by stage in the sales cycle; Differentiating return metrics from operational metrics; CHAPTER 4 Multi-channel Campaign Performance Reporting and Optimization; Multi-channel campaign performance reporting; Multi-channel campaign performance optimization; Uncovering revenue-driving factors; CHAPTER 5 Understanding the Market through Marketing Research , Market opportunitiesMarket size; Factors that impact market-opportunity dynamics; Market growth trends; Market share; Basis for market segmentation; Market segmentation by market size, market growth, and market share: case study one; Using market research and data mining for building a marketing plan; Marketing planning based on market segmentation and overall company goal: case study two; Target-audience segmentation; Target-audience attributes; Types of target-audience segmentation; Understanding route to market and competitive landscape by market segment; Routes to market , Competitive landscape , Electronic reproduction; Mode of access: World Wide Web

Additional Edition: Erscheint auch als Druck-Ausgabe Data Mining and Market Intelligence for Optimal Marketing Returns

Language: English

Keywords: Marketingforschung ; Data Mining ; Marketingaudit ; Data Mining ; Marketingforschung ; Data Mining ; Business Intelligence

URL: Volltext  (An electronic book accessible through the World Wide Web; click for information)