Marketing Analytics:Based on First Principles

Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Content: Chapter 1 – Introduction to Marketing Analytics Based on First Principles PART ONE – ALL CUSTOMERS DIFFER Chapter 2 – Understanding Marketing Principles #1: All Customers Differ Chapter 3 – Cluster Analysis for Segmentation Chapter 4 – Discriminant Analysis for Targeting and Classification Chapter 5 – Perceptual and Preference Mapping for Competitive Positioning PART TWO – ALL CUSTOMERS CHANGE Chapter 6 – Understanding Marketing Principle #2: All Customers Change Chapter 7 – RFM Analysis Chapter 8 – Logistic Regression Chapter 9 – Customer Lifetime Value PART THREE – ALL COMPETITORS REACT Chapter 10 – Understanding Marketing Principle #3: All Competitors React Chapter 11 – Survey Design and Testing to Derive Customer Insights Chapter 12 – Conjoint Analysis for Product and Pricing Decisions Chapter 13 – Forecasting Sales for New Products PART FOUR – ALL RESOURCES ARE LIMITED Chapter 14 - Understanding Marketing Principle #4: All Resources are Limited Chapter 15 – Using Marketing Mix Models to Optimize the Marketing Mix Chapter 16 – Using Marketing Experiments to Optimize the Marketing Mix Chapter 17 – Using Topic Models to Glean Customer Insights