Data Mining and Market Intelligence for Optimal Marketing Returns

Domingo Tavella

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Consumer Market Behavior and Pricing Competitive and Knowledge Intelligence Customer churn and segmentation

Abstract

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.

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References

1977Time Series Analysis: Forecasting and Control 1976Econometric Measurement of the Duration of Advertising Effect on Sales 1956Distributed Lags and Investment Analysis 2000Building Models for Marketing Decisions 1983Measures of Association 2012Value‐Based Marketing 2006Marketing Metrics: 50+ Metrics Every Executive Should Master 1998State of the art marketing research

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