Predictive Analytics for Marketers
Kogan Page Ltd (Verlag)
978-0-7494-7993-0 (ISBN)
Predictive analytics has revolutionized marketing practice. It involves using many techniques from data mining, statistics, modelling, machine learning and artificial intelligence, to analyse current data and make predictions about unknown future events. In business terms, this enables companies to forecast consumer behaviour and much more. Predictive Analytics for Marketers will guide marketing professionals on how to apply predictive analytical tools to streamline business practices. Including comprehensive coverage of an array of predictive analytic tools and techniques, this book enables readers to harness patterns from past data, to make accurate and useful predictions that can be converted to business success. Truly global in its approach, the insights these techniques offer can be used to manage resources more effectively across all industries and sectors.
Written in clear, non-technical language, Predictive Analytics for Marketers contains case studies from the author's more than 25 years of experience and articles from guest contributors, demonstrating how predictive analytics can be used to successfully achieve a range of business purposes.
Dr Barry Leventhal is a leading UK authority on geodemographics and a marketing analytics expert. He is Emeritus Chair of the Census and Geodemographics Group (CGG), which is an advisory board of The Market Research Society (MRS) and a leading voice in the UK information industry. He was recently awarded the MRS Gold Medal Award - the association's rarest accolade, presented for the first time since 2008 - in recognition of his lifetime of exceptional achievement and contribution to the research profession.
Section - 00: Introduction to predictive analytics;
Section - 01: How can predictive analytics help your business?;
Section - 02: Using data mining to build predictive models;
Section - 03: Managing the data for predictive analytics;
Section - 04: The analytical modelling toolkit;
Section - 05: Software solutions for predictive analytics;
Section - 06: Predicting customer behaviour using analytical models;
Section - 07: Predicting lifetimes – from customers to machines;
Section - 08: How to build a customer segmentation;
Section - 09: Accounts, baskets, citizens or businesses – applying predictive analytics in various sectors;
Section - 10: From people to products – using predictive analytics in retail;
Section - 11: How to benefit from social network analysis;
Section - 12: Testing the benefits of predictive models and other marketing effects;
Section - 13: Top tips for gaining business value from predictive analytics;
"This book is an invaluable aid in the journey from big data to smart data usage, which is where competitive advantage rests. Leventhal delivers lashings of common sense based on erudition and experience, making this a very pragmatic and useful work."
"A comprehensive, engaging and accessible introduction to the increasingly important field of predictive analytics and marketing from one of the leading practitioners. Leventhal takes each of the main application areas in turn and focuses on how to generate value from data for your organization."
"Leventhal masterfully presents a complex subject in a highly accessible way, liberally illustrating the material with real-life examples from his own experience."
"Leventhal has distilled his wealth of rich practical experience into a clear and comprehensive text, sharing best practice in methods for collecting data, building models, and operationalizing and leveraging the power of data to maximize economic value. A mandatory book for anyone working with customer data or predictive analytics."
"I highly recommend this book both to those starting out in a career in marketing and to those seasoned marketers in need of some new tricks if they are to stay relevant."
"In a world teeming with data, competitive advantage now firmly lies in how effectively data is analysed. This book provides a comprehensive guide on how to approach, execute, evaluate and get the most out of predictive analytics. It is very easy to read - even for the non-statistically minded."
"Throughout, this is a very practical guide, with a number of marketing-focused case studies bringing the power of the analytical techniques discussed to life. A book that's very definitely not just for the shelf!"
"This is much more than a lucid and comprehensive textbook on predictive analytics. Leventhal's profound expertise shines through as he shares his thoughts from a practical as well as technical point of view. For businesses who wish to be data driven, this unambiguous and wise advice will provide an accelerated path to success."
"Leventhal helpfully clarifies key concepts and gives sound and practical advice, drawing on his extensive experience in marketing. No matter how much you think you know about analytics, I suggest you read this book, apply it, and benefit from it!"
| Erscheinungsdatum | 02.02.2018 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 154 x 234 mm |
| Gewicht | 426 g |
| Themenwelt | Informatik ► Datenbanken ► Data Warehouse / Data Mining |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie | |
| ISBN-10 | 0-7494-7993-0 / 0749479930 |
| ISBN-13 | 978-0-7494-7993-0 / 9780749479930 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
