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Highly effective marketing analytics : a practical guide to improving marketing ROI with analytics / Mu Hu.

By: Material type: TextTextSeries: Publication details: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2020.Edition: First editionDescription: 1 online resource (xv, 224 pages) : illustrations (some color)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781951527099
Subject(s): Genre/Form: LOC classification:
  • HF5862 .H544 2020
Available additional physical forms:
Contents:
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.
Abstract: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) G. Allen Fleece Library Non-fiction HF5862 (Browse shelf(Opens below)) Available 9781951527099

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.

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.

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System requirements: Adobe Acrobat reader.

Description based on PDF viewed 12/23/2019.

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