Marketing Analytics - Mike Grigsby

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Biographie:
Mike Grigsby is vice president of customer insights and advanced analytics at Brierley and Partners in Texas, US. With more than 25 years of experience, he is the former vice president of strategic business analysis and advanced analytics at Targetbase, director of marketing science for Millward Brown and has held leadership positions at Hewlett-Packard and Gap.

Sommaire:
Section - 00: Introduction to marketing analytics; Section - PART ONE: Overview - how can marketing analytics help you?; Section - 01: A brief statistics review; Section - 02: Brief principles of consumer behaviour and marketing strategy; Section - 03: What is an insight?; Section - PART TWO: Dependent variable techniques; Section - 04: What drives demand? Modelling dependent variable techniques; Section - 05: Who is most likely to buy and how do I target them?; Section - 06: When are my customers most likely to buy?; Section - 07: Panel regression - how to use a cross-sectional time series; Section - 08: Systems of equations for modelling dependent variable techniques; Section - PART THREE: Inter-relationship techniques; Section - 09: What does my (customer) market look like? Modelling inter-relationship techniques ; Section - 10: Segmentation - tools and techniques; Section - PART FOUR: More important topics for everyday marketing; Section - 11: Statistical testing - how do I know what works?; Section - 12: Implementing Big Data and Big Data analytics; Section - PART FIVE: Conclusion; Section - 13: The finale - what should you take away from this?; Section - 14: Glossary;