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Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning

Book Description

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics.

For each marketing problem, the authors help you: 

  • Identify the right data and analytics techniques

  • Conduct the analysis and obtain insights from it

  • Outline what-if scenarios and define optimal solutions

  • Connect your insights to strategic decision-making

  • Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: 

  • The real value of marketing analytics

  • How to integrate quantitative analysis with managerial sensibility

  • How to apply linear regression, logistic regression, cluster analysis, and Anova models

  • The crucial role of careful experimental design

  • For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

    Table of Contents

    1. Title Page
    2. Copyright Page
    3. Dedication
    4. About the Authors
    5. Contents
    6. Section I: Resource Allocation
      1. Introduction
        1. Why Marketing Analytics?
        2. What is in this book?
        3. Organization of the book
      2. Chapter 1. A Resource-Allocation Perspective for Marketing Analytics
        1. Measuring ROI: Did the Resource Allocation Work?
        2. Working with Econometrics: IBM and Others
        3. Conclusion
      3. Chapter 2. Dunia Finance LLC (A)
        1. Dunia: Into the World
        2. Dunia: How Its World Worked
        3. Cross-Selling and Growth Strategy
        4. Assignment Questions
    7. Section II: Product Analytics
      1. Chapter 3. Cluster Analysis for Segmentation
        1. Introduction
        2. An Example
        3. Cluster Analysis
        4. Distance Measures
        5. K-Means Clustering Algorithm
        6. Number of Clusters
        7. Profiling Clusters
        8. Conclusion
      2. Chapter 4. Sticks Kebob Shops
        1. The Sticks Story
        2. Planning for Expansion
        3. The Fast Food Industry
        4. Sticks’ Existing Marketing Initiatives
        5. Implementing the Survey
        6. Assignment Questions
      3. Chapter 5. A Practical Guide to Conjoint Analysis
        1. Introduction
        2. The Anatomy of a Conjoint Analysis
        3. The Experimental Design
        4. Data Collection
        5. Interpreting Conjoint Results
        6. Conjoint Analysis Applications
        7. Market share forecasting
        8. Determining attribute importance
        9. Conclusion
      4. Chapter 6. Portland Trail Blazers
        1. The Portland Sports Market
        2. Multigame Ticket Packages
        3. Designing the Research Study
        4. Study Findings
        5. Cost of Multigame Packages
        6. Assignment Questions
    8. Section III: Marketing Mix Analytics
      1. Chapter 7. Multiple Regression in Marketing-Mix Models
        1. Reviewing Single-Variable Regressions for Marketing
        2. Adding Variables to the Regression
        3. Economic Significance: Acting on Regression Outputs
        4. Conclusion
      2. Chapter 8. Design of Price and Advertising Elasticity Models
        1. Introduction
        2. Price Elasticity of Demand
        3. Advertising Elasticity of Demand
        4. References
      3. Chapter 9. SVEDKA Vodka (A)
        1. On Trend
        2. The Market
        3. The Product
        4. The Brand
        5. The Campaign
      4. SVEDKA Vodka (B)
        1. The Results
        2. The Product
        3. Distribution
        4. The Brand
        5. Trade Campaign (1998–2002)
        6. National Campaign 1: PR (2003)
        7. National Campaign 2: Advertising (2005)
        8. Competition
        9. Future
      5. SVEDKA Vodka (C): Marketing Mix in the Vodka Industry
        1. Assignment Questions
    9. Section IV: Customer Analytics
      1. Chapter 10. Customer Lifetime Value
        1. Customer Lifetime Value: The Present Value of the Future Cash Flows Attributed to the Customer Relationship
        2. CLV with initial margin
        3. Prospect Lifetime Value
        4. Issues with PLV
        5. Retention and Customer Lifetime Value
      2. Chapter 11. Netflix: The Customer Strikes Back
        1. An Industry Driven by Technology
        2. A New Range of Business Models
        3. Netflix: “Delivering Goosebumps”
        4. Coming Soon
        5. Assignment Questions
      3. Chapter 12. Retail Relay (A)
        1. Retail Relay Operations
        2. Prices and Promotions
        3. New Customer Acquisition and Retention
        4. The Richmond Expansion
        5. The Eyes of a Farmer
        6. Appendix 12-1
        7. Assignment Questions
      4. Retail Relay (B)
      5. Chapter 13. Logistic Regression
        1. When Logistic Regression Trumps Linear Regression
        2. Choice Behavior
        3. The Logistic Transformation
        4. Assessing Video Game Purchasers
        5. Conclusion
        6. Appendix 13-1: Logistic Regression
        7. Appendix 13-2: Logistic Regression
      6. Chapter 14. Retail Relay (C)
    10. Section V: Digital Analytics
      1. Chapter 15. Designing Marketing Experiments
        1. Introduction
        2. Establishing Causality
        3. After-Only Experiment
        4. Test and Control Group Participants
        5. Before-After Experiment
        6. Field Experiments
        7. Web Experiments
        8. Natural Experiments
        9. Challenges
      2. Chapter 16. Transformation of Marketing at the Ohio Art Company (A)
        1. Ohio Art Company History
        2. The Etch A Sketch Experiment
        3. The Betty Spaghetty Experiment
      3. Transformation of Marketing at the Ohio Art Company (B)
        1. Introduction
        2. Distraction or Opportunity?
        3. A Shift in Strategy
        4. Nanoblock History
        5. Opportunities
        6. Assignment Questions
      4. Chapter 17. Paid Search Advertising
        1. What Is Paid Search?
        2. Metrics of Search Advertising
        3. Strategic Objective
        4. CLV-Based Optimization
        5. Keyword Clouds
        6. Enhanced Campaigns
        7. Testing and Diagnostic Feedback Loops
        8. Conclusion
        9. Appendix 17-1: Paid Search Advertising
      5. Chapter 18. Motorcowboy: Getting a Foot in the Door (A)
        1. Motorcowboy
        2. Motorcowboy.com decision process
        3. Search Engine Marketing (SEM)
        4. The 2011 Google Online Marketing Challenge
        5. Team’s Strategy for the Competition
        6. A Boot to the Backside: April 12–16
      6. Motorcowboy: Getting a Foot in the Door (B)
        1. Reboot: April 17–20
      7. Motorcowboy: Getting a Foot in the Door (C)
        1. Foot on the Pedal: April 21–April 28
        2. Feedback
        3. Questions for case A, B, and C
      8. Chapter 19. Vinconnect, Inc.: Digital Marketing Strategy
        1. Industry Description
        2. Direct-to-Consumer Sales
        3. VinConnect, Inc.
        4. Recent Marketing Initiatives
        5. Paid Search Advertising
        6. Public Relations and Strategic Partnerships
        7. Surveying the Customer Base
        8. Decisions
      9. Chapter 20. Cardagin: Local Mobile Rewards
        1. Cardagin Networks
        2. Competition
        3. Assignment Questions
    11. Section VI: Resource Allocation Revisited
      1. Chapter 21. Dunia Finance LLC (B)
      2. Dunia Finance LLC (C)
      3. Chapter 22. Implementing Marketing Analytics
        1. References