July 19, 2021

Marketing - Analytics, AI, Data Science and Machine Learning

Browse  Online MBA Management Theory Handbook


Marketing the Future: How Data Analytics Is Changing
Nov 23, 2020
Data analytics helps marketers learn about their customers with target precision, from the movies they watch on Netflix to their favorite scoop of chocolate ice cream.

[Webinar] Marketing Analytics in the Data-driven World
28 Aug 2020

Top 8 Data Science Use Cases in Marketing
2019


ABCD of Machine Learning for Marketing


Are you interested in learning how organizations are increasing sales using machine learning in an intuitive and fun way? Then this ten-part case study is for you. Enjoy learning!

Part 1: Marketing analytics and customer behavior and  psychology for starters https://lnkd.in/bax6ZCf

Part 2: Return on marketing investment (ROMI) https://lnkd.in/fKUKput

Part 3: Exploratory data analysis to grow revenue https://lnkd.in/fRzT4D2

Part 4: Keep an eye on your customer's market basket https://lnkd.in/fibiC67

Association Analysis
There are a few association analysis metrics (i.e. support, confidence, and lift) that are really helpful in deciphering information hidden in the dataset of purchases of various products.


Part 5: Who will buy my product? Decision trees for starters https://lnkd.in/fXa2U_R

Classification and Regression Tree (CART)

Part 6: Decision tree details https://lnkd.in/bNQtVRp

Part 7: Choose the best model to optimize sales https://lnkd.in/f2AFPhg

Part 8: How machines decide? Artificial neural networks for starters https://lnkd.in/f2AFPhg

Part 9: But tell me how much money I will earn by sales? Regression for starters https://lnkd.in/fcGHQbH

Part 10: Aha! Time to grow sales. https://lnkd.in/b5AYrzR

Information identified in Linkedin Community of IITBombay.



Marketing Analytics - E-Book - McKinsey

117 pages 2015 Book
https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Marketing%20and%20Sales/Our%20Insights/EBook%20Big%20data%20analytics%20and%20the%20future%20of%20marketing%20sales/Big-Data-eBook.ashx


Marketing Analytics: What it is and why it matters

Marketing Analytics Solutions from SAS

SAS® Marketing Automation
Get more campaigns out the door in an automated, trackable and highly repeatable fashion.
Customer Intelligence 360
Infuse your marketing decisions with unprecedented customer insights, and create relevant, satisfying, valued customer experiences.
SAS® Marketing Optimization
Make the most of each customer contact by determining how business variables will affect outcomes.
https://www.sas.com/en_us/insights/marketing/marketing-analytics.html


Using marketing analytics to drive superior growth

June 2014
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/using-marketing-analytics-to-drive-superior-growth



Book: Marketing Analytics: Strategic Models and Metrics


Stephan Sorger
CreateSpace Independent Publishing Platform, 31-Jan-2013 - Business & Economics - 488 pages

Chapter 1. Introduction - Introduction to marketing analytics
Chapter 2. Market Insight - Market sizing and trend analysis
Chapter 3. Market Segmentation - Segment identification, analysis, and strategy
Chapter 4. Competitive Analysis - Competitor identification, analysis, and strategy
Chapter 5. Business Strategy - Analytics-based strategy selection
Chapter 6. Business Operations - Forecasting, predictive analytics, and data mining
Chapter 7. Product and Service Analytics - Conjoint analysis and product/service metrics
Chapter 8. Price Analytics - Pricing techniques and assessment
Chapter 9. Distribution Analytics - Analytics-based channel evaluation and selection
Chapter 10. Promotion Analytics - Promotion budget estimation and allocation
Chapter 11. Sales Analytics - Metrics for sales, profitability, and support
Chapter 12. Analytics in Action - Pivot tables and data-driven presentations

Interview with Stephan Sorger
https://www.regalix.com/insights/future-business-age-marketing-analytics/

http://www.stephansorger.com/blog.html

https://voices.berkeley.edu/business/unlocking-marketing-data-analytics

Marketing Analytics - Google Books


Data Science for Marketing Analytics: Achieve your marketing goals
https://books.google.co.in/books?id=s86PDwAAQBAJ
Tommy Blanchard, ‎Debasish Behera, ‎Pranshu Bhatnagar - 2019 - ‎Preview 
What you will learn Analyze and visualize data in Python using pandas and Matplotlib Study clustering techniques, such as hierarchical and k-means clustering Create customer segments based on manipulated data Predict customer lifetime value etc.


Digital Marketing Analytics: Making Sense of Consumer Data
https://books.google.co.in/books?isbn=0134998650
Chuck Hemann, ‎Ken Burbary - 2018 - ‎Preview - ‎
Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you.

Marketing Analytics: A Practical Guide ..
https://books.google.co.in/books?isbn=0749482176
Mike Grigsby - 2018 - ‎Preview - ‎
Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

Marketing Analytics: A Practical Guide to Improving Consumer
https://books.google.co.in/books?isbn=0749482176
Mike Grigsby - 2018 - ‎Preview - ‎
'With its focus on practicality, this book is an invaluable toolkit of frameworks to drive consumer-centric analytics initiatives across marketing organizations.

Handbook of Marketing Analytics: Methods and Applications
https://books.google.co.in/books?isbn=1784716758
Natalie Mizik, ‎Dominique M. Hanssens - 2018 - ‎Preview - ‎
The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications.

Predictive Analytics for Marketers: Using Data Mining
https://books.google.co.in/books?isbn=0749479949
Barry Leventhal - 2018 - ‎Preview - ‎
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.


Mastering Market Analytics: Business Metrics – Practice and Application
https://books.google.co.in/books?isbn=1787148351
Robert Kozielski - 2017 - ‎Preview - ‎
In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to ...



New Methods of Market Research and Analysis
https://books.google.co.in/books?isbn=1786432692
G. Scott Erickson - 2017 - ‎Preview - ‎
This book can be used as a supplement to a traditional marketing research text or on its own.


Digital Analytics for Marketing
https://books.google.co.in/books?isbn=1317278437
Marshall Sponder, ‎Gohar F. Khan - 2017 - ‎Preview - ‎
This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy.



Handbook of Marketing Decision Models
https://books.google.co.in/books?isbn=3319569414

Berend Wierenga, ‎Ralf van der Lans - 2017 - ‎Preview - ‎
The Second Edition of this book presents the state of the art in this important field.

Principles of Marketing Engineering and Analytics, 3rd Edition
https://books.google.co.in/books?isbn=098576483X
Gary L. Lilien, ‎Arvind Rangaswamy, ‎Arnaud De Bruyn - 2017 - ‎Preview
We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering.

Marketing at the Confluence between Entertainment and Analytics
https://books.google.co.in/books?isbn=331947331X
Patricia Rossi - 2017 - ‎Preview 
This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France.

Marketing Strategy: Based on First Principles and Data Analytics
https://books.google.co.in/books?isbn=1137526246
Robert W. Palmatier, ‎Shrihari Sridhar - 2017 - ‎Preview - ‎
A brand new textbook with an innovative and exciting approach to marketing strategy.


Updated on 19 July 2021,  5 June 2019, 1 June 2019
Posted by at 6:22 AM
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