Marketing Analytics

A practical guide to real marketing science

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Pub Date 28 Jun 2015 | Archive Date 1 Aug 2015
Business, Leadership, Finance

Description

Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segmenting data, testing campaign effectiveness, and forecasting demand.

Assuming no prior knowledge, Marketing Analytics introduces concepts relating to statistics, marketing strategy, and consumer behavior and then works through a series of problems by providing various data modeling options as solutions. By using this format of presenting a problem and multiple ways to solve it, this book both makes marketing science accessible to beginners and aids the more experienced practitioner in understanding the more complex aspects of data analytics to refine their skills and compete more effectively in the workplace.

Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list...

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A Note From the Publisher

Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of practitioner experience at the forefront of marketing science and data analytics, he now heads up the strategic retail analysis practice at Targetbase. Mike is also known for academic work, having written articles for academic and trade journals and taught at both the graduate and undergraduate levels. He is a regular speaker at trade conventions and seminars.

Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a...

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Advance Praise

'For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to know presented as a conversation with examples to boot! You'll definitely sound smarter in the boardroom after reading this book!'James Mourey, PhD and Assistant Professor of Marketing at DePaul University (Chicago)
'Marketing Analytics is a must-read for analytics practitioners and marketing managers seeking a comprehensive overview of the most actionable techniques that virtually any organization can apply to gain immediate benefits.... Dr. Grigsby succinctly illustrates the concepts with real examples and provide references for analysts needing deeper guidance or theory. I wish Marketing Analytics was published 15 years ago - it would've saved me a lot of independent research!'W. Dean Vogt, Jr., Marketing Research and Analytics Practitioner
'Marketing Analytics is a practical guidebook written in a conversational tone that makes complex theories easily understood. The author's experience in the industry combined with his inherent gift for explaining everything a successful marketing analyst needs to know makes this book a must-read.'Katy Richardson, Founder and Principal, 214 Creative
'For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to...
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Available Editions

EDITION Other Format
ISBN 9780749474171
PRICE US$34.95 (USD)

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Additional Information

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