Applied Marketing Analytics Using R

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Sprache: Englisch

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Beschreibung

Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools.

Über den Autor

Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School where he teaches on the full-time MBA, executive MBA and MSc Business Analytics programs. Gokhan's research is at the intersection of marketing effectiveness, metrics and models. He quantifies how marketing actions impact offline and online consumer behaviour, and how changes in consumer attitudes in turn drive company performance. Specifically, his research concerns short vs. long-term effectiveness of digital and non-digital marketing activities, cross-channel marketing resource allocation, and consumer attitudinal metrics for guiding marketing decisions. He uses applied time-series econometrics and machine learning tools to offer managerial insights in these areas. Gokhan's academic work appeared in leading journals of the field such as Journal of Marketing, Marketing Science and International Journal of Research in Marketing. He is one of the recipients of the prestigious ISMS-MSI Gary Lilien Practice Prize award.

Inhaltsverzeichnis

Chapter 1: Introduction
Chapter 2: Customer Segmentation
Chapter 3: Marketing Mix Modelling
Chapter 4: Attribution Modelling
Chapter 5: User Generated Data Analytics
Chapter 6: Customer Mindset Metrics
Chapter 7: Text Mining
Chapter 8: Churn Prediction and Marketing Classification Models With Supervised Learning
Chapter 9: Demand Forecasting
Chapter 10: Image Analytics
Chapter 11: Data Project Management and General Recommendations

Erscheinungsjahr:	2023
Fachbereich:	Management
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
ISBN-13:	9781529768725
ISBN-10:	1529768721
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Yildirim, Gokhan Kübler, Raoul V.
Hersteller:	Sage Publications Ltd.
Maße:	235 x 191 x 22 mm
Von/Mit:	Gokhan Yildirim (u. a.)
Erscheinungsdatum:	22.08.2023
Gewicht:	0,73 kg

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