Read e-book online Data Mining and Market Intelligence for Optimal Marketing PDF

By Susan Chiu

ISBN-10: 0750682345

ISBN-13: 9780750682343

The authors current a realistic and hugely informative viewpoint at the parts which are an important to the good fortune of a campaign. not like books which are both too theoretical to be of sensible use to practitioners, or too tender to function good and measurable implementation directions, this ebook makes a speciality of the combination of proven quantitative innovations into genuine existence case experiences which are instantly suitable to advertising practitioners. * offers a twin therapy of industry examine and information mining * makes use of a how-to process for pros with illustrative case stories as well as thought * contains functional the right way to create government studies, dashboards, and a industry intelligence infrastructure

Show description

Read or Download Data Mining and Market Intelligence for Optimal Marketing Returns PDF

Similar marketing books

Download PDF by Al Ries, Jack Trout: The 22 Immutable Laws of Marketing: Violate Them at Your Own

The authors have distilled their 40-plus years of selling services to supply the main to today's aggressive market, exhibiting you what makes a few items inordinately profitable whereas others fall by means of the wayside.

Download PDF by John F. Sherry, Eileen Fischer: Explorations in Consumer Culture Theory

The literature of market behaviour, lengthy ruled by means of financial and mental discourse, has matured within the final decade to bare the large expanse of intake task now not competently addressed – in both theoretical or empirical point of view - via the discipline's favoured techniques. The lived adventure of intake in cultural and ancient context, rendered in a way that's either intellectually insightful and authentically evocative, and that acknowledges the dynamics of lodging and resistance that symbolize the individual's dating with the marketplace, is the valuable interpretive thrust of an rising interdisciplinary box inquiry generally labelled "consumer tradition concept.

Read e-book online Your Internet Cash Machine: The Insiders Guide to Making Big PDF

Your net money computer takes you purchase the hand and leads you thru the whole means of construction a winning web enterprise. It walks you thru the method of choosing a distinct segment in response to your pursuits and needs, construction a domain, and dealing with your enterprise. protecting vital subject matters like advertising and attracting site visitors and choked with convenient assets, this can be the hands-on advisor you must commence making a living now.

Guerrilla Marketing: Breakthrough Strategies: Triple Your by Terry Telford PDF

How can you double, triple, or quadruple your revenues within the subsequent ninety days and extend what you are promoting exponentially? the key is with three way partnership partnerships. no matter if it sounds daunting or oversimplified, the apparent fact is, it really works. you could take your online business to the following point with the ability of joint ventures.

Extra resources for Data Mining and Market Intelligence for Optimal Marketing Returns

Example text

23) Using the sum of a geometric series, this expression can be simplified as the following when n is large. 26) Assume a company spent $8000 on a suboptimal marketing effort, sold 1000 units of products, and realized a profit of $42,000. We will apply a semilogarithmic model to the historical data of the firm to determine the optimal marketing spending that would have maximized the profit of the marketing effort, and then compare the optimal marketing spending with the amount that the firm actually spent.

M. Distributed Lags and Investment Analysis. Amsterdam, North-Holland, 1954. R. Wittink, M. A. Naert. Building Models for Marketing Decisions. Kluwer, Massachusetts, 2000. P. Generalizing what is known about temporal aggregation and advertising carryover. Marketing Science, Hanover, Maryland, 14(3), 1995. G. Investment Science. Oxford University Press, New York, 1996. 37 This page intentionally left blank CHAPTER 3 Metrics Overview This page intentionally left blank In this chapter, we discuss the key metrics used for measuring and optimizing return on marketing investment.

7. What are the key metrics in each stage of the sales cycle? 8. What is the difference between return metrics and operational metrics? How do we use both types of metrics to drive future campaign optimization? 9. What are the tips on addressing common ROI tracking challenges? ■ Common metrics for measuring returns and investments In order to properly measure marketing returns on investment, we need to identify appropriate return metrics and investment metrics. We start out with a discussion on return metrics.

Download PDF sample

Data Mining and Market Intelligence for Optimal Marketing Returns by Susan Chiu


by Brian
4.1

Rated 4.95 of 5 – based on 22 votes