Data mining and market intelligence for optimal marketing returns / Susan Chiu, Domingo Tavella.

Format:

Book

Author/Creator:

Chiu, Susan.

Contributor:

Tavella, Domingo, 1948-

Language:

English

Subjects (All):

Marketing research.

Data mining.

Physical Description:

1 online resource (295 p.)

Edition:

1st ed.

Place of Publication:

Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, 2008.

Language Note:

English

Summary:

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.

Contents:

Cover; Data Mining and Market Intelligence for Optimal Marketing Returns; Copyright; Contents; Preface; Biographies; CHAPTER 1 Introduction; Strategic importance of metrics, marketing research and data mining in today's marketing world; The role of metrics; The role of research; The role of data mining; An effective eight-step process for incorporating metrics, research and data mining into marketing planning and execution; Step 1: identifying key stakeholders and their business objectives; Step 2: selecting appropriate metrics to measure marketing success

Step 3: assessing the market opportunityStep 4: conducting competitive analysis; Step 5: deriving optimal marketing spending and media mix; Step 6: leveraging data mining for optimization and getting early buy-in and feedback from key stakeholders; Step 7: tracking and comparison of metric goals and results; Step 8: incorporating the learning into the next round of marketing planning; Integration of market intelligence and databases; Cultivating adoption of metrics, research and data mining in the corporate structure; Identification of key required skills

Creating an effective engagement processPromoting research and analytics; CHAPTER 2 Marketing Spending Models and Optimization; Marketing spending model; Static models; Dynamic models; Marketing spending models and corporate finance; A framework for corporate performance marketing effort integration; CHAPTER 3 Metrics Overview; Common metrics for measuring returns and investments; Measuring returns with return metrics; Measuring investment with investment metrics; Developing a formula for return on investment; Common ROI tracking challenges; Process for identifying appropriate metrics

Identification of the overall business objectiveUnderstanding the impact of a marketing effort on target audience migration; Selection of appropriate marketing communication channels; Identification of appropriate return metrics by stage in the sales cycle; Differentiating return metrics from operational metrics; CHAPTER 4 Multi-channel Campaign Performance Reporting and Optimization; Multi-channel campaign performance reporting; Multi-channel campaign performance optimization; Uncovering revenue-driving factors; CHAPTER 5 Understanding the Market through Marketing Research

Market opportunitiesMarket size; Factors that impact market-opportunity dynamics; Market growth trends; Market share; Basis for market segmentation; Market segmentation by market size, market growth, and market share: case study one; Using market research and data mining for building a marketing plan; Marketing planning based on market segmentation and overall company goal: case study two; Target-audience segmentation; Target-audience attributes; Types of target-audience segmentation; Understanding route to market and competitive landscape by market segment; Routes to market

Competitive landscape

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on metadata supplied by the publisher and other sources.

ISBN:

9786611309091

9781136412158

1136412158

9781281309099

1281309095

9780080878096

0080878091

OCLC:

437209223