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Marketing Database Analytics : Transforming Data for Competitive Advantage

Marketing Database Analytics : Transforming Data for Competitive Advantage

Marketing Database Analytics : Transforming Data for Competitive Advantage Paperback - 2013

by Andrew D. Banasiewicz

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Paperback. New. New Book; Fast Shipping from UK; Not signed; Not First Edition; Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the col
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Details

  • Title Marketing Database Analytics : Transforming Data for Competitive Advantage
  • Author Andrew D. Banasiewicz
  • Binding Paperback
  • Condition New
  • Pages 400
  • Volumes 1
  • Language ENG
  • Publisher Routledge
  • Publication date 2013-05-02
  • Illustrated Yes
  • Features Bibliography, Illustrated, Index, Table of Contents
  • Bookseller's Inventory # ria9780415657884_inp
  • ISBN 9780415657884 / 0415657881
  • Weight 1.58 lbs (0.72 kg)
  • Dimensions 9.5 x 6.8 x 0.9 in (24.13 x 17.27 x 2.29 cm)
  • Category Business / Economics / Finance
  • Library of Congress subjects Database management, Marketing - Databases
  • Library of Congress Catalogue Number 2012030597
  • Dewey Decimal Code 658.800
  • Quantity available 934

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Reader reviews for Marketing Database Analytics : Transforming Data for Competitive Advantage

From the publisher

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.

Focusing specifically on quantitative marketing metrics, the book:

  • Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification
  • Establishes the importance of database analytics, integrating both business and marketing practice
  • Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data
  • Includes cases and exercises to guide students' learning

Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

About the author

Andrew Banasiewicz is a lecturer at the School of Management at Boston University, USA. He has held senior level positions in marketing, database management and risk management organizations, and has authored two other books, as well as numerous articles. For a more detailed biography, visit http: //msmonline.bu.edu/faculty/andrew-banasiewicz/
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