The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.
Preface
Biographies
Chapter 1 : Introduction
Chapter 2 : Market Spending Models and Optimization
Chapter 3 : Metrics Overview
Chapter 4 : Multi-channel Campaign Performance Reporting and Optimization
Chapter 5 : Understanding the Market through Market Research
Chapter 6 : Data and Basic Statistics
Chapter 7 : Introduction to Data Mining
Chapter 8 : Audience Segmentation
Chapter 9 : Data Mining for Customer Acquisition, Retention and Growth
Chapter 10 : Data Mining for Cross-Selling and Bundled Marketing
Chapter 11 : Web Analytics
Chapter 12 : Search Marketing Analytics
Index
