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Marketing analytics [electronic resource] : data-driven techniques with Microsoft Excel / by Wayne L. Winston.

By: Contributor(s): Material type: TextTextPublisher: Indianapolis, IN : John Wiley & Sons [2014]Copyright date: ©2014Description: 1 online resourceISBN:
  • 9781118439357:
  • 9781118439357 (electronic bk.)
  • 111843935X (electronic bk.)
Subject(s): Additional physical formats: No titleDDC classification:
  • 658.80072 23
LOC classification:
  • HF5415.2
Online resources:
Contents:
Using Excel to summarize marketing data. Slicing and dicing marketing data with PivotTables -- Using Excel charts to summarize marketing data -- Using Excel functions to summarize marketing data -- Pricing. Estimating demand curves and using solver top optimize price -- Price bundling -- Nonlinear pricing -- Price skimming and sales -- Revenue management -- Forecasting. Simple linear regression and correlation -- Using multiple regression to forecast sales -- Forecasting in the presence of special events -- Modeling trend and seasonality -- Ratio to moving average forecasting method -- Winter's method -- Using neural networks to forecast sales -- What do customers want? Conjoint analysis -- Logistic regression -- Discrete choice analysis -- Customer value. Calculating lifetime customer value -- Using customer value to value to business -- Customer value, Monte Carlo simulation, and marketing decision making -- Allocating marketing resources between customer acquisition and retention -- Market segmentation. Cluster analysis -- Collaborative filtering -- Using classification trees for segmentation -- Forecasting new product sales. Using S curves to forecast sales of a new product -- The bass diffusion model -- Using the Copernican principle to predict duration of future sales -- Retailing. Market basket analysis and lift -- RFM analysis and optimizing direct mail campaigns -- Using the SCAN*PRO model and its variants -- Allocating retail space and sales resources -- Forecasting sales from few data points -- Advertising. Measuring the effectiveness of advertising -- Media selection models -- Pay per Click (PPC) online advertising -- Marketing research tools. Principal components analysis (PCA) -- Multidimensional scaling (MDS) -- Classification algorithms: Naive Bayes classifier and discriminant analysis -- Analysis of variance: one-way ANOVA -- Analysis of variance: two-way ANOVA -- Internet and social marketing. Networks -- The mathematics behind The Tipping Point -- Viral marketing -- Text mining.
No physical items for this record

IT Carlow ebook purchased access

Includes index.

Using Excel to summarize marketing data. Slicing and dicing marketing data with PivotTables -- Using Excel charts to summarize marketing data -- Using Excel functions to summarize marketing data -- Pricing. Estimating demand curves and using solver top optimize price -- Price bundling -- Nonlinear pricing -- Price skimming and sales -- Revenue management -- Forecasting. Simple linear regression and correlation -- Using multiple regression to forecast sales -- Forecasting in the presence of special events -- Modeling trend and seasonality -- Ratio to moving average forecasting method -- Winter's method -- Using neural networks to forecast sales -- What do customers want? Conjoint analysis -- Logistic regression -- Discrete choice analysis -- Customer value. Calculating lifetime customer value -- Using customer value to value to business -- Customer value, Monte Carlo simulation, and marketing decision making -- Allocating marketing resources between customer acquisition and retention -- Market segmentation. Cluster analysis -- Collaborative filtering -- Using classification trees for segmentation -- Forecasting new product sales. Using S curves to forecast sales of a new product -- The bass diffusion model -- Using the Copernican principle to predict duration of future sales -- Retailing. Market basket analysis and lift -- RFM analysis and optimizing direct mail campaigns -- Using the SCAN*PRO model and its variants -- Allocating retail space and sales resources -- Forecasting sales from few data points -- Advertising. Measuring the effectiveness of advertising -- Media selection models -- Pay per Click (PPC) online advertising -- Marketing research tools. Principal components analysis (PCA) -- Multidimensional scaling (MDS) -- Classification algorithms: Naive Bayes classifier and discriminant analysis -- Analysis of variance: one-way ANOVA -- Analysis of variance: two-way ANOVA -- Internet and social marketing. Networks -- The mathematics behind The Tipping Point -- Viral marketing -- Text mining.

Electronic reproduction. Ann Arbor, MI Available via World Wide Web

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