The definitive guide to marketing analytics and metrics (collection) / Cesar A. Brea ... [et al.].

Format:

Book

Author/Creator:

Brea, Cesar A., author.

Contributor:

Brea, Cesar A.

Language:

English

Subjects (All):

Market segmentation.

Revenue management.

Consumer profiling--Research.

Consumer profiling.

Marketing research.

Marketing--Mathematical models.

Marketing.

Physical Description:

1 online resource (3 v. in 1) : ill.

Edition:

1st edition

Place of Publication:

Upper Saddle River, New Jersey : FTPress Delivers, 2014.

System Details:

text file

Summary:

A brand new collection introducing today's most powerful strategies and techniques for measuring and optimizing marketing… 3 authoritative books, now in a convenient e-format, at a great price! 3 authoritative Books help you measure, analyze, and optimize every marketing investment you'll ever make Measuring and optimize your marketing investments is more crucial than ever. But, with an explosion in channels and complexity, it's also more challenging than ever. Fortunately, marketing metrics and analytics have taken giant leaps forward in recent years: techniques now exist for accurately quantifying performance and applying what you learn to improve it. In this unique 3 Book package, world-class experts present these new approaches, and show how to profit from them. In Marketing and Sales Analytics, leading consultant Cesar A. Breaexamines the experiences of 15 leaders who've built high-value analytics capabilities in multiple industries. Then, building on what they've learned, he presents a complete blueprint for succeeding with marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, frame the right questions, and organize your people, data, and operating infrastructure to answer them. Brea helps you overcome key challenges ranging from governance to overcoming hidden biases. Along the way, he also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?", and "hire generalists or specialists?" Next, in Cutting Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools, and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, guiding you through solving key problems in resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy. All case studies are accompanied by real data used by the protagonists to make decisions. As you practice, you'll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with managerial sensibilities, master core statistical tools, and discover how to avoid crucial pitfalls. Finally, in the award-winning Marketing Metrics, Second Edition, Paul W. Farris and his colleagues show how to choose the right metrics for every marketing challenge. You'll learn how to use dashboards to view market dynamics from multiple persp...

Contents:

Marketing and sales analytics : proven techniques and powerful applications from industry leaders / Ceasr A. Brea

Cutting-edge marketing analytics : real world cases and data sets for hands on learning / Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox

Marketing metrics : the definitive guide to measuring marketing performance (2nd ed.) / Paul W. Farris ... [et al.].

Notes:

A compilation of three FTPress / Pearson titles.

Includes bibliographical references and index.

Description based on online resource; title from title page (Safari, viewed Oct. 16, 2014).

Contains:

Brea, Cesar A. Marketing and sales analytics : proven techniques and powerful applications from industry leaders

Venkatesan, Rajkumar. Cutting-edge marketing analytics : real world cases and data sets for hands on learning

Farris, Paul. Cutting-edge marketing analytics : real world cases and data sets for hands on learning.

Wilcox, Ronald T. Cutting-edge marketing analytics : real world cases and data sets for hands on learning.

Farris, Paul. Marketing metrics : the definitive guide to measuring marketing performance.

OCLC:

894047089