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

Livre

Chiu, Susan. Auteur | Tavella, Domingo A. (1948-....). Auteur

Edited by Butterworth-Heinemann/Elsevier. Amsterdam, Boston - 2008

Cover. 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. 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 process. Promoting 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 objective. Understanding 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 opportunities. Market 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. Competitive analysis methods. Overview of marketing research. Syndicated research versus customized research. Primary data versus secondary data. Surveys. Panel studies. Focus groups. Sampling methods. Sample size. Research report and results presentation. Structure of a research report. Chapter 6 Data and Statistics Overview. Data types. Overview of statistical concepts. Population, sample, and the central limit theorem. Random variables. Probability, probability mass, probability density, probability distribution, and expectation. Mean, median, mode, and range. Variance and standard deviation. Percentile, skewness, and kurtosis. Probability density functions. Independent and dependent variables. Covariance and correlation coefficient. Tests.

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