Marketing Analytics

by Stephan Sorger

Marketing Strategic Models and Metrics offers marketing students and professionals a practical guide to strategic decision models and marketing metrics. The tools described in the book will aid marketers in making intelligent decisions to drive revenue and results in their organizations.The book contains a wealth of information on marketing 500 pages of text, covering a wide variety of decision models and metricsNearly 400 figures, including diagrams, tables, and chartsStep-by-step instructions on market segmentation, conjoint analysis, and other techniquesCurrent examples demonstrating how organizations are applying models and metricsThe list of chapters below includes a sample of the Chapter 1. Introduction - Introduction to marketing analyticsChapter 2. Market Insight - Market sizing and trend analysisChapter 3. Market Segmentation - Segment identification, analysis, and strategyChapter 4. Competitive Analysis - Competitor identification, analysis, and strategyChapter 5. Business Strategy - Analytics-based strategy selectionChapter 6. Business Operations - Forecasting, predictive analytics, and data miningChapter 7. Product and Service Analytics - Conjoint analysis and product/service metricsChapter 8. Price Analytics - Pricing techniques and assessmentChapter 9. Distribution Analytics - Analytics-based channel evaluation and selectionChapter 10. Promotion Analytics - Promotion budget estimation and allocationChapter 11. Sales Analytics - Metrics for sales, profitability, and supportChapter 12. Analytics in Action - Pivot tables and data-driven First Edition, Version 1.1, introduced November 2013, incorporates minor corrections and edits. It retains the same page layout as the original release (First Edition, Version 1.0). See StephanSorger.com for a complete record of all changes.

500 pages, Kindle Edition

First published February 20, 2013