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| เลขหมู่ |
HF5415.2 .W56 2014 | | ชื่อเรื่อง |
Marketing analytics : data-driven techniques with Microsoft Excel / Wayne L. Winston. | | ผู้แต่ง |
Winston, Wayne L. | | ISBN |
9781118373439 (pbk.) | | พิมพลักษณ์ |
Indianapolis, IN : Wiley, [2014] | | เลขเรียก |
DBTM | | รูปเล่ม |
xxx, 690 pages : illustrations, charts ; 24 cm | | หมายเหตุ |
Includes index. | | หมายเหตุ |
Contents: Using Excel to summarize marketing data. Slicing and dicing marketing data with PivotTables
-- Using Excel charts to summarize marketing data
-- Using Excel functions to summarize marketing data
-- Pricing. Estimating demand curves and using solver top optimize price
-- Price bundling
-- Nonlinear pricing
-- Price skimming and sales
-- Revenue management
-- Forecasting. Simple linear regression and correlation
-- Using multipleregression to forecast sales
-- Forecasting in the presence of special events -- Modeling trend and seasonality -- Ratio to moving average forecasting method -- Winter^'s method -- Using neural networks to forecast sales -- What do customers want? Conjoint analysis -- Logistic regression -- Discrete choice analysis -- Customer value. Calculating lifetime customer value -- Using customer value to value to business -- Customer value, Monte Carlo simulation, and marketing decision making -- Allocating marketing resources between customer acquisition and retention -- Market segmentation. Cluster analysis -- Collaborative filtering -- Using classification trees for segmentation -- Forecasting new product sales. Using S curves to forecast sales of a new product -- The bass diffusion model -- Using the Copernican principle to predict duration of future sales -- Retailing. Market basket analysis and lift -- RFM analysis and optimizing direct mail campaigns -- Using theSCAN*PRO model and its variants -- Allocating retail spaceand sales resources -- Forecasting sales from few data points -- Advertising. Measuring the effectiveness of advertising -- Media selection models -- Pay per Click (PPC) online advertising -- Marketing research tools. Principal components analysis (PCA) -- Multidimensional scaling (MDS) -- Classification algorithms: Naive Bayes classifier and discriminant analysis -- Analysis of variance: one-way ANOVA -- Analysis of variance: two-way ANOVA -- Internet and social marketing. Networks -- The mathematics behind The Tipping Point -- Viral marketing --Text mining. | | หมายเหตุ |
Summary: Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today^'s busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques--and achieve optimum results.^"--Publisher^'s website. | | หัวเรื่อง |
Marketing research | | หัวเรื่อง |
Electronic spreadsheets. |
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