000			01775 a2200205 4500
003			OSt
005			20230221134850.0
008			230221b |||||||| |||| 00| 0 eng d
020			_a9780190130862
082			_a658.8/Mai/Gur _b38527
100			_aMoutusy Maity & Pavankumar Gurazada _938299
245			_aMarketing analytics for strategic decision-making
260			_bOxford University Press _aNew Delhi, India _c2021
300			_a464p. _bPB
505			_aTable of contents Section I: The Need for Marketing Analytics Marketing Analytics and Marketing Research Marketing Analytics: Data including Web Analytics Descriptive Analysis A Primer on Machine Learning for Marketing Analytics Section II: Understanding the Consumer and Customer: Using Structured Data Correlation and Regression Experimental Design Advertising Analytics Consumer Perception, Consumer Preference and Customer Portfolio Management Customer Acquisition Customer Retention Section III: Understanding the Consumer and Customer: Using Unstructured Data Collecting and Understanding Social Media Data Chapter 12: Visualizing Consumer Engagement Chapter 13: Simulating Social Media Data Generating Mechanisms Chapter 14: Analyzing Social Network Data Chapter 15: Mining Meaning from Text Chapter 16: Collecting Unstructured Data in Offline Marketing Research Section IV: Putting it all together Chapter 17: Coda
520			_aDesigned primarily for the students of MBA specializing in Marketing and written in a lucid manner, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics.
650			_aMarketing analytics
942			_2ddc _cBK
999			_c54632 _d54632