LEADER 00000nam a2200937   4500 
001    BEP9781951527099 
003    BEP 
005    20190417111955.0 
006    m    eo  d         
007    cr cn |||m|||a 
008    190417s2020    nyua   fob    001 0 eng d 
020    9781951527099|qe-book 
020    |z9781951527082|qprint 
035    (OCoLC)1133127194 
035    (CaBNVSL)slc00000154 
040    CaBNVSL|beng|erda|cCaBNVSL|dCaBNVSL 
049    RIDW 
050  4 HF5862|b.H86 2020eb 
082 04 659.13/3|223 
090    HF5862|b.H86 2020eb 
100 1  Hu, Mu,|0https://id.loc.gov/authorities/names/no2008125632
       |eauthor. 
245 10 Highly effective marketing analytics :|ba practical guide 
       to improving marketing ROI with analytics /|cMu Hu. 
250    First edition. 
264  1 New York, New York (222 East 46th Street, New York, NY 
       10017) :|bBusiness Expert Press,|c2020. 
300    1 online resource (xv, 224 pages) :|billustrations (some 
       color). 
336    text|btxt|2rdacontent 
337    computer|bc|2rdamedia 
338    online resource|bcr|2rdacarrier 
340    |gpolychrome|2rdacc 
347    text file|2rdaft 
490 1  Big data, business analytics, and smart technology 
       collection,|x2333-6757 
504    Includes bibliographical references (page 215) and index. 
505 0  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. 
506    Access restricted to authorized users and institutions. 
520 3  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. 
530    Also available in print. 
538    Mode of access: World Wide Web. 
538    System requirements: Adobe Acrobat reader. 
561    Purchased with the Phippen Library Fund. 
588    Description based on PDF viewed 12/23/2019. 
650  0 Business intelligence.|0https://id.loc.gov/authorities/
       subjects/sh85018300 
650  0 Commercial catalogs.|0https://id.loc.gov/authorities/
       subjects/sh85020909 
650  0 Advertising, Direct-mail.|0https://id.loc.gov/authorities/
       subjects/sh85001181 
650  0 Marketing research.|0https://id.loc.gov/authorities/
       subjects/sh85081350 
650  7 Business intelligence.|2fast|0https://id.worldcat.org/fast
       /842723 
650  7 Commercial catalogs.|2fast|0https://id.worldcat.org/fast/
       869421 
650  7 Advertising, Direct-mail.|2fast|0https://id.worldcat.org/
       fast/797916 
650  7 Marketing research.|2fast|0https://id.worldcat.org/fast/
       1010284 
653    Analytics. 
653    Marketing analytics. 
653    Business intelligence. 
653    Omnichannel marketing. 
653    Data. 
653    Centralized database. 
653    Segmentation. 
653    Customer profile. 
653    Customer personas. 
653    The 360-degree customer view. 
653    Customer journey map. 
653    Customer lifestage. 
653    Predictive modeling. 
653    Direct mail. 
653    Catalog. 
653    E-mail marketing. 
653    Loyalty marketing. 
653    Loyalty program. 
653    Customer lifetime value. 
653    Marketing mix modeling. 
653    Multi-touchpoint attribution. 
653    Promotional lift. 
653    Marketing metrics. 
653    Marketing KPIs. 
655  0 Electronic books. 
776 08 |iPrint version:|z9781951527082 
830  0 Big data, business analytics, and smart technology 
       collection.|x2333-6757 
856 40 |uhttps://rider.idm.oclc.org/login?url=https://
       portal.igpublish.com/iglibrary/search/BEPB0000940.html
       |zOnline ebook via BEP. Access restricted to current Rider
       University students, faculty, and staff. 
901    MARCIVE 20231220 
948    |d20220401|tBEP reload 277|lridw 
948    |d20210525|cBEP|tBEP2021initial 229|lridw