Contents: 1. Big Data and Marketing Analytics 2. Exploratory Research Design 3. Descriptive Research Design 4. Causal Research Design 5. Other Topics in Research and Analytics 6. Analytics 1: Big Data 7. Analytics 2: Marketing Analytics Index
G. Scott Erickson, Professor of Marketing, School of Business, Ithaca College, US
'This is a wonderfully well-written, highly readable, book that covers the rapidly changing and increasingly complex landscape of data-driven marketing in depth. The distance traveled from "Mad Men-esque" focus groups to sophisticated inferential analyses of vast data arrays is very well captured. Erickson's use of real-life, and very current, examples, to frame critical issues and explain key concepts and details is remarkable. The reader often feels as if he/she is virtual member of a marketing analytics workgroup working on problems for firms like Tesco, Bloomberg, Lego, LiveAnalytics, Amazon, and others.' -- Charles R. Christian, former Director of Employee Analytics, Johnson & Johnson
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