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Marketing Analytics
Based on First Principles
By: Robert W. Palmatier, J. Andrew Petersen, Frank Germann
Paperback | 30 June 2022
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Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies.
When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement?
As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue.
Marketing Analytics will help you to:
- Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework.
- Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions.
- Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics.
- Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software.
About the Authors
Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA. J. Andrew Petersen is an Associate Professor of Marketing at the Pennsylvania State University, USA. Frank Germann is Associate Professor of Marketing at the University of Notre Dame, USA.
ISBN: 9781352013191
ISBN-10: 1352013193
Published: 30th June 2022
Format: Paperback
Language: English
Number of Pages: 432
Audience: College, Tertiary and University
Publisher: Bloomsbury Publishing (AUS)
Country of Publication: GB
Dimensions (cm): 2 x 17.2 x 24.6
Weight (kg): 0.85
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