MARC 닫기

• LDR

  05397cam a22006738i 4500

• 001

  000001333992

• 005

  20210114162905

• 006

  m d

• 007

  cr |||||||||||

• 008

  180130s2018 enk ob 001 0 eng

• 010

  ▼a  2018004497

• 019

  ▼a  1029605469

• 020

  ▼a  9780749482176
  ▼q  )

• 020

  ▼a  0749482176

• 020

  ▼z  9780749482169
  ▼q  (alk. paper)

• 035

  ▼a  1738744
  ▼b  (N$T)

• 035

  ▼a  (OCoLC)1022084257
  ▼z  (OCoLC)1029605469

• 040

  ▼a  DLC
  ▼b  eng
  ▼e  rda
  ▼c  DLC
  ▼d  OCLCO
  ▼d  OCLCF
  ▼d  OCLCQ
  ▼d  N$T
  ▼d  EBLCP
  ▼d  248023

• 042

  ▼a  pcc

• 050

  ▼a  HF5415.2

• 072

  ▼a  BUS
  ▼x  082000
  ▼2  bisacsh

• 072

  ▼a  BUS
  ▼x  041000
  ▼2  bisacsh

• 072

  ▼a  BUS
  ▼x  042000
  ▼2  bisacsh

• 072

  ▼a  BUS
  ▼x  085000
  ▼2  bisacsh

• 082

  ▼a  658.8/3
  ▼2  23

• 100

  ▼a  Grigsby, Mike,
  ▼e  author.

• 245

  ▼a  Marketing analytics:
  ▼b  a practical guide to improving consumer insights using data techniques /:
  ▼c  Mike Grigsby.

• 250

  ▼a  Second edition.

• 260

  ▼a  London ;
  ▼a  New York:
  ▼b  Kogan Page,
  ▼c  2018.

• 300

  ▼a  1 online resource.

• 336

  ▼a  text
  ▼b  txt
  ▼2  rdacontent

• 337

  ▼a  computer
  ▼b  n
  ▼2  rdamedia

• 338

  ▼a  online resource
  ▼b  nc
  ▼2  rdacarrier

• 504

  ▼a  Includes bibliographical references and index.

• 505

  ▼a  Cover; Contents; Foreword to the first edition; Foreword to the second edition; Preface; Introduction to marketing analytics; PART ONE Overview -- how can marketing analytics help you?; 01 A brief statistics review; Measures of central tendency; Measures of dispersion; The normal distribution; Confidence intervals; Relations among two variables: covariance and correlation; Probability and the sampling distribution; Conclusion; Checklist: You'll be the smartest person in the room if you...; 02 Brief principles of consumer behaviour and marketing strategy; Introduction

• 505

  ▼a  Consumer behaviour as the basis for marketing strategyOverview of consumer behaviour; Overview of marketing strategy; Conclusion; Checklist: You'll be the smartest person in the room if you...; 03 What is an insight?; Introduction; Insights tend not to be used by executives; Is this an insight?; So, what is an insight?; Ultimately, an insight is about action-ability; Checklist: You'll be the smartest person in the room if you...; PART TWO Dependent variable techniques; 04 What drives demand? Modelling dependent variable techniques; Introduction

• 505

  ▼a  Dependent equation type vs inter-relationship type statisticsDeterministic vs probabilistic equations; Business case; Results applied to business case; Modelling elasticity; Technical notes; Highlight: Segmentation and elasticity modelling can maximize revenue in a retail/medical clinic chain:field test results; Abstract; The problem and some background; Description of the dataset; First: segmentation; Then: elasticity modelling; Last: test vs control; Discussion; Conclusion; Checklist: You'll be the smartest person in the room if you...; 05 Who is most likely to buy and how do I target them?

• 505

  ▼a  IntroductionConceptual notes; Business case; Results applied to the model; Lift charts; Using the model -- collinearity overview; Variable diagnostics; Highlight: Using logistic regression for market basket analysis; Abstract; What is a market basket?; Logistic regression; How to estimate/predict the market basket; Conclusion; Checklist: You'll be the smartest person in the room if you...; 06 When are my customers most likely to buy?; Introduction; Conceptual overview of survival analysis; Business case; More about survival analysis; Model output and interpretation; Conclusion

• 505

  ▼a  Highlight: Lifetime value: how predictive analysis is superior to descriptive analysisAbstract; Descriptive analysis; Predictive analysis; An example; Checklist: You'll be the smartest person in the room if you...; 07 Panel regression -- how to use a cross-sectional time series; Introduction; What is panel regression?; Panel regression: details; Business case; Insights about marcom (direct mail, e-mail and SMS); Insights about time period (quarters); Insights about cross sections (counties); Conclusion; Checklist: You'll be the smartest person in the room if you...

• 520

  ▼a  Understand how to apply marketing science techniques fearlessly, to improve consumer insights and compete more effectively in the marketplace.

• 588

  ▼a  Print version record and CIP data provided by publisher; resource not viewed.

• 590

  ▼a  OCLC control number change

• 650

  ▼a  Marketing research.

• 650

  ▼a  Marketing.

• 650

  ▼a  Marketing.
  ▼2  fast
  ▼0  (OCoLC)fst01010167

• 650

  ▼a  Marketing research.
  ▼2  fast
  ▼0  (OCoLC)fst01010284

• 650

  ▼a  BUSINESS & ECONOMICS / Industrial Management.
  ▼2  bisacsh

• 650

  ▼a  BUSINESS & ECONOMICS / Management.
  ▼2  bisacsh

• 650

  ▼a  BUSINESS & ECONOMICS / Management Science.
  ▼2  bisacsh

• 650

  ▼a  BUSINESS & ECONOMICS / Organizational Behavior.
  ▼2  bisacsh

• 655

  ▼a  Electronic books.

• 776

  ▼i  Print version:
  ▼a  Grigsby, Mike.
  ▼t  Marketing analytics.
  ▼b  Second edition.
  ▼d  London ; New York : Kogan Page, 2018,
  ▼z  9780749482169
  ▼w  (DLC) 2018003158

• 856

  ▼3  EBSCOhost
  ▼u  http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1738744

• 938

  ▼a  EBL - Ebook Library
  ▼b  EBLB
  ▼n  EBL5330078

• 938

  ▼a  EBSCOhost
  ▼b  EBSC
  ▼n  1738744

• 990

  ▼a  강리원

• 991

  ▼a  eBook

• 994

  ▼a  92
  ▼b  N$T