TY  - BOOK
AU  - Hu,Mu
TI  - Highly effective marketing analytics: a practical guide to improving marketing ROI with analytics 
T2  - Big data, business analytics, and smart technology collection,
SN  - 9781951527099
AV  - HF5862 .H544 2020
PY  - 2020///
CY  - New York, New York (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Business intelligence
KW  - Commercial catalogs
KW  - Advertising, Direct-mail
KW  - Marketing research
KW  - Analytics
KW  - Marketing analytics
KW  - Omnichannel marketing
KW  - Data
KW  - Centralized database
KW  - Segmentation
KW  - Customer profile
KW  - Customer personas
KW  - The 360-degree customer view
KW  - Customer journey map
KW  - Customer lifestage
KW  - Predictive modeling
KW  - Direct mail
KW  - Catalog
KW  - E-mail marketing
KW  - Loyalty marketing
KW  - Loyalty program
KW  - Customer lifetime value
KW  - Marketing mix modeling
KW  - Multi-touchpoint attribution
KW  - Promotional lift
KW  - Marketing metrics
KW  - Marketing KPIs
KW  - Electronic books
N1  - 1 (page 215) and index; 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; 2; b; Also available in printing
N2  - 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
ER  -