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Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning (FT Press Operations Management) Hardcover – July 10, 2014

ISBN-13: 978-0133552522 ISBN-10: 0133552527 Edition: 1st

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Product Details

  • Series: FT Press Operations Management
  • Hardcover: 320 pages
  • Publisher: Pearson FT Press; 1 edition (July 10, 2014)
  • Language: English
  • ISBN-10: 0133552527
  • ISBN-13: 978-0133552522
  • Product Dimensions: 7.3 x 1 x 9.1 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #248,212 in Books (See Top 100 in Books)

Editorial Reviews

Review

Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation. Based on my experience advising firms, I believe that the material presented in the book strikes the right balance of rigorous analysis and strategic relevance. Case studies presented in the book provide the necessary context for the application of statistical tools and allow managers and MBA students to learn the challenges in implementing analytics.”
--V. Kumar, Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University

“This is exactly the book I have been looking for to teach customer analytics! It will fill an important gap in the market as it teaches practical approaches to gain customer insights based on big data that is increasingly available to organizations.”
--Harald J. van Heerde, MSc, Ph.D., Research Professor of Marketing, Massey University, School of Communication, Journalism, and Marketing

“Retail’s transformation is still in the early innings. The Internet and mobile have combined to create unprecedented insight into consumer behavior and customer preferences unbound by time or space. Mastery of marketing and customer analytics has become ‘table stakes’ for understanding and pleasing the customer--job one in retail. Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by reading this book.”
--Matt Kaness, Chief Strategy Officer, Urban Outfitters

“I strongly recommend Cutting-Edge Marketing Analytics for managers seeking to build an analytics-driven marketing function. In this book, the authors have struck the right balance of analytical sophistication and managerial relevance. The case studies provide a good opportunity for applying the analytics techniques to real problems.”
--Nino Ninov, Vice President, Strategic Research and Analysis, Rosetta Stone

From the Back Cover

Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation.... The material presented in the book strikes the right balance of rigorous analysis and strategic relevance.”
--V. Kumar, Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University

“Mastery of marketing and customer analytics has become ‘table stakes’ for understanding and pleasing the customer--job one in retail. Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by reading this book.”
--Matt Kaness, Chief Strategy Officer, Urban Outfitters

“...the authors have struck the right balance of analytical sophistication and managerial relevance. The case studies provide a good opportunity for applying the analytics techniques to real problems.”
--Nino Ninov, Vice President, Strategic Research and Analysis, Rosetta Stone

This is today’s most practical guide to modern marketing analytics. Through cutting-edge case studies, you’ll learn how to connect marketing inputs to customer behavior, use predictive models to develop what-if scenarios, and effectively apply analytics to strategy and decision-making.

The authors show how to integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. For each of several key marketing challenges, they guide you through planning and performing analyses, exploring options, and using what you learn to improve marketing performance.

Each section provides all the statistical knowledge and sample data you need to conduct your own analyses, paired with real world examples showing how experts are doing it. Then, drawing on their experience with more than 100 marketing executives, the authors offer a complete blueprint for overcoming obstacles to successful implementation.

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, providing you an opportunity to apply the marketing analytics techniques for solving key problems ranging from resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy.

Each section contains technical notes that provide statistical background and case studies. All the case studies are accompanied by real data used by the protagonists to make decisions. As you practice hands on, you’ll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with your managerial sensibilities, master core statistical tools such as regression and cluster analysis, and discover how to avoid common pitfalls in experimental design.

This text will be invaluable to all marketing professionals interfacing with analytics or specializing in analytics and/or business intelligence and for all students in graduate-level courses on marketing analytics, effectiveness, or metrics.

Methods, tools, and best practices for:
  • Resource allocation
  • Product analytics
  • Marketing mix analytics
  • Customer analytics
  • Digital analytics
  • Effective implementation of analytics in your organization

Customer Reviews

4.5 out of 5 stars
5 star
88%
4 star
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3 star
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2 star
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1 star
13%
See all 8 customer reviews
Very good approach.
Leandro Angotti Guissoni
The book has a pragmatic approach to learn and practice Marketing Analytics.
Avid Buyer
I already use several chapters and cases from the book in my graduate class.
Tarun Kushwaha

Most Helpful Customer Reviews

Format: Kindle Edition
It's a very interesting book with real cases from Darden Business School MBA classes. The book has a pragmatic approach to learn and practice Marketing Analytics. It shows several possibilities to measure customer and market data including some of the most recent digital marketing tools such as Google Ads, Facebook and content marketing.
If you would like to learn how to use the analytical tools in excel, there are several videos from the author solving some of the cases with detailed explanation in his website at http://dmanalytics.org/bookvideos/.
Nowadays, anyone can easily access a massive amount of data, either because many of the data is public or because it can be creatively built with scarce resources. That’s why this book is a extremely resourceful tool: it show examples and give us ideas on finding and navigating through data; and more importantly, it gives insights on how to reach our target audience.
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3 of 5 people found the following review helpful By Leandro Angotti Guissoni on June 19, 2014
Format: Kindle Edition Verified Purchase
I couldn't help myself and wait until the printed version come out, so I just bought the kindle version. It is a great book that bridges the gap between relevant theory and real cases. Very good approach.

Despite the need for managers to justify marketing expenditures and contribute to bring higher level of profitability to the company, a considerable amount of companies do not have a properly marketing resource allocation analysis. Also, most of marketers have asked for the development of tools and methodologies to support their decisions.

This book came out in a perfect time to provide marketers with the necessary knowledge to do that.

All chapters are very good and important. One of my favorites is chapter 22 "implementing marketing analytics". This is a great challenge and this chapter helps to move from analytics to action.

I am a professor of Marketing at FGV in Brazil and this book will be part of the reading materials in my marketing analytics classes.

Very important contribution to our field. Definitely recommend this book. The content corroborates with the title, that is, cutting-edge marketing analytics.
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0 of 2 people found the following review helpful By Tarun Kushwaha on November 25, 2014
Format: Hardcover
It is an excellent book for introduction to marketing analytics, both for undergraduate and graduate level. I already use several chapters and cases from the book in my graduate class. Students love them because the material provides intuitive explanation to complicated statistical topics. The cases are very insightful. Very rarely do business cases come with data files. Clearly, this book is an exception to that rule. The bottom line is: it is a very 'hands on' book on several important marketing analytic tools and techniques.
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1 of 4 people found the following review helpful By Stephen on August 27, 2014
Format: Hardcover
Amazing book by an incredible professor!
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More About the Author

Professor of Business Administration Rajkumar Venkatesan teaches First Year "Marketing" and "Marketing Analytics" at Darden Business School at the University of Virginia. Venkatesan's research focuses on developing customer-centric marketing strategies that provide measurable financial results. In his research, he aims to balance quantitative rigor and strategic relevance.

Learn more about marketing analytics at www.dmanalytics.org and learn how to use tools from your Cutting Edge Marketing Analytics book at http://dmanalytics.org/bookvideos/
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Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning (FT Press Operations Management)
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