Marketing Analytics: Essential Tools For Data-Driven Decision
Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox
Informasi Umum
Kode
21.21.1982
Klasifikasi
658.8 - Marketing management, Management of distribution, Marketing goods, Marketing services, merchandising
Jenis
Buku - Elektronik (E-Book)
Subjek
Marketing, Decision Analysis,
No. Rak
Dilihat
603 kali
Informasi Lainnya
Abstraksi
This book provides an overview of the analytics tools that enable marketers to collect, analyze, and interpret data in order to guide decisions and optimize the different components of the marketing process. These tools can be descriptive, predictive, or prescriptive. Descriptive analytics summarizes historical information, answering questions like What happened? When, where, and how often did it happen? Why did it happen? Was it abnormal or typical? Predictive analytics forecasts outcomes, answering questions like What will happen if I do this? Finally, prescriptive analytics recommends actions, and answers questions like What can I do to maximize revenue from this? We focus mainly on descriptive and prescriptive analytics, as they are used most frequently by marketing managers looking to change customer behaviors, not just predict them. Toward the end of the book, we also provide some discussion of predictive analytics in the context of artificial intelligence.
Koleksi & Sirkulasi
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Pengarang
| Nama | Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Darden Business Publishing |
| Kota | London |
| Tahun | 2021 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
