Marketing Analytics : A Machine Learning Approach

" With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more. This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use."-- Provided by publisher With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more. This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use. A comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automate analytical model building. It covers segmentation and targeting, statistics, marketing metrics, buying behavior, neuromarketing techniques, new product development, web and social media analytics, etc. Cover 1 Half Title 2 Title Page 4 Copyright Page 5 About the Editors 6 Table of Contents 8 Contributors 10 Abbreviations 12 Introduction 14 Preface 16 1. Introduction to Marketing Analytics 18 2. Statistics for Marketing 40 3. Evolution of Data Analytics 64 4. Segmentation and Targeting Analysis 80 5. Important Marketing Metrics: A Snapshot 102 6. Consumer Buying Behavior 120 7. Understanding Consumer Behavior Using Market Basket Analysis 142 8. Neuromarketing Techniques for Consumer Analytics 172 9. New Product Development 188 10. Natural Language Processing for Branding 208 11. Forecasting Sales and Price 240 12. Sales Prediction and Conversion 260 13. Role of Supply Chain Analytics in Marketing Analytics 298 14. Web and Social Media Analytics 320 15. Marketing Analytics and Its Applications 340 Index 356 branding;,business,decisions;,consumer,analytics;,consumer,buying,behavior;,data,analytics;,machine,learning,approach;,market,basket,analysis;,marketing,analytics;,marketing,campaigns;,marketing,metrics;,natural,language,processing;,neuromarketing,techniques;,new,product,development;,sales,forecasting;,sales,prediction;,social,media,analytics;,supply,chain,analytics branding,business decisions,consumer analytics,consumer buying behavior,data analytics,machine learning approach,market basket analysis,marketing analytics,marketing campaigns,marketing metrics,natural language processing,neuromarketing techniques,new product development,sales forecasting,sales prediction,social media analytics,supply chain analytics Reasonable efforts have been made to publish reliable data and information, but the authors, editors, and publisher cannot assume responsibility for the validity of all materials or the consequences of their use. 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