| Edition |
First edition. |
| Description |
1 online resource (xv, 224 pages) : illustrations (some color) |
| Series |
Big data, business analytics, and smart technology collection,
2333-6757
|
|
Big data, business analytics, and smart technology collection.
2333-6757
|
| Bibliography |
Includes bibliographical references (page 215) and index. |
| Contents |
Chapter 1. Why has analytics missed the mark? -- Chapter 2. Developing actionable segmentation -- Chapter 3. Gaining deeper insights into customers -- Chapter 4. How the 541-rule has changed the game of direct mail -- Chapter 5. How to make catalog profitable in the digital age -- Chapter 6. Integration between e-mail, CRM, Google,and social -- Chapter 7. How to revamp your underperforming loyalty program -- Chapter 8. Customer lifetime value demystified -- Chapter 9. Measuring success with MMM, MTA, and promotional lift. |
| Access |
Access restricted to authorized users and institutions. |
| Summary |
Highly effective marketing analytics infuses analytics into marketing to help improve marketing performance and raise analytics IQ for companies that have not yet had much success with marketing analytics. The book reveals why marketing analytics has not yet kept the promise and clarifes confusion and misunderstanding surrounding marketing analytics. Highly effective marketing analytics is a highly practical and pragmatic how-to book. The author illustrates, step by step, many innovative, practical, and cost-effective methodologies to solve the most challenging real-world problems facing marketers in today's highly competitive omni-channel environment. |
| Form |
Also available in print. |
| System Details |
Mode of access: World Wide Web. |
|
System requirements: Adobe Acrobat reader. |
| Provenance |
Purchased with the Phippen Library Fund. |
| Subject |
Business intelligence.
|
|
Commercial catalogs.
|
|
Advertising, Direct-mail.
|
|
Marketing research.
|
| Indexed Term |
Analytics. |
|
Marketing analytics. |
|
Business intelligence. |
|
Omnichannel marketing. |
|
Data. |
|
Centralized database. |
|
Segmentation. |
|
Customer profile. |
|
Customer personas. |
|
The 360-degree customer view. |
|
Customer journey map. |
|
Customer lifestage. |
|
Predictive modeling. |
|
Direct mail. |
|
Catalog. |
|
E-mail marketing. |
|
Loyalty marketing. |
|
Loyalty program. |
|
Customer lifetime value. |
|
Marketing mix modeling. |
|
Multi-touchpoint attribution. |
|
Promotional lift. |
|
Marketing metrics. |
|
Marketing KPIs. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: 9781951527082 |
| ISBN |
9781951527099 e-book |
|
9781951527082 print |
|
