Skip to content
You are not logged in |Login  
Limit search to available items
Record 31 of 61
Record:   Prev Next
More Information
Author Hu, Mu, author.

Title Highly effective marketing analytics : a practical guide to improving marketing ROI with analytics / Mu Hu.

Publication Info. New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2020.

Item Status

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.
Centralized database.
Customer profile.
Customer personas.
The 360-degree customer view.
Customer journey map.
Customer lifestage.
Predictive modeling.
Direct mail.
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