Marketing analytics for strategy decision making

Table of contents Section I: The Need for Marketing Analytics Marketing Analytics and Marketing Research Marketing Analytics: Data including Web Analytics Descriptive Analysis A Primer on Machine Learning for Marketing Analytics Section II: Understanding the Consumer and Customer: Using Structured Data Correlation and Regression Experimental Design Advertising Analytics Consumer Perception, Consumer Preference and Customer Portfolio Management Customer Acquisition Customer Retention Section III: Understanding the Consumer and Customer: Using Unstructured Data Collecting and Understanding Social Media Data Chapter 12: Visualizing Consumer Engagement Chapter 13: Simulating Social Media Data Generating Mechanisms Chapter 14: Analyzing Social Network Data Chapter 15: Mining Meaning from Text Chapter 16: Collecting Unstructured Data in Offline Marketing Research Section IV: Putting it all together Chapter 17: Coda

Designed primarily for the students of MBA specializing in Marketing and written in a lucid manner, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics.