Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
©2014 |Pearson FT Press | Available
Paul W. Farris
Ronald T. Wilcox
©2014 |Pearson FT Press | Available
This is a complete and practical guide to modern marketing analytics methods and tools. Through real case studies, you'll learn how to connect marketing inputs to customer behavior, use predictive models to develop forward-looking, what-if scenarios, and effectively apply analytics to strategic decision making in marketing.
Covering the three core areas of marketing analytics — statistical analysis, experiments, and managerial intuition — the book is organized to help you apply the right analytics processes to each strategic marketing question. For each challenge, the authors fully describe the needed methodology, illuminating it with case studies that show the appropriate quantitative and data analysis tools at work.
Each chapter mirrors a module within a typical masters-level Marketing Analytics course. For each marketing problem, the authors help you:
As you proceed, you'll gain an in-depth understanding of:
Each chapter contains technical notes that provide the statistical knowledge you'll need to conduct the analysis, paired with case studies of real companies addressing marketing issues, and real data you can use to apply the concepts and perform the analysis yourself.
A copy of Prof. Venkatesan’s syllabus with links to each of the cases is here under MBA Electives: http://store.darden.virginia.edu/syllabus. Instructors will need to register as a faculty member here in order to download the teaching notes and spreadsheets for each of these: http://store.darden.virginia.edu/WidgetsRegistration/Index
Once you are logged in with your faculty access, you will see a button on each case page for “Download Teaching Materials.”
This product is part of the following series. Click on a series title to see the full list of products in the series.
Hands-on guide to marketing analytics methods and tools
Section I: Resource Allocation 5
Chapter 1: A Resource-Allocation Perspective for Marketing Analytics 6
Chapter 2: Dunia Finance LLC 18
Section II: Product Analytics 33
Chapter 3: Cluster Analysis for Segmentation 34
Chapter 4: Segmentation at Sticks Kebob Shop 43
Chapter 5: A Practical Guide to Conjoint Analysis 55
Chapter 6: Portland Trail Blazers 65
Section III: Marketing-Mix Analytics 77
Chapter 7: Multiple Regression in Marketing-Mix Models 78
Chapter 8: Design of Price and Advertising Elasticity Models 90
Chapter 9: SVEDKA Vodka 103
Section IV: Customer Analytics 133
Chapter 10: Customer Lifetime Value 134
Chapter 11: Netflix: The Customer Strikes Back 144
Chapter 12: Retail Relay 153
Chapter 13: Logistic Regression 169
Chapter 14: Retail Relay Revisited 181
Section V: Digital Analytics 183
Chapter 15: Designing Marketing Experiments 184
Chapter 16: Transformation of Marketing at the Ohio Art Company 193
Chapter 17: Paid Search Advertising 211
Chapter 18: Motorcowboy: Getting a Foot in the Door 227
Chapter 19: VinConnect, Inc.: Digital Marketing Strategy 239
Chapter 20: Cardagin: Local Mobile Rewards 261
Section VI: Resource Allocation Revisited 278
Chapter 21: Dunia Finance LLC Revisited 279
Chapter 22: Implementing Marketing Analytics 282
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Bank of America Research Professor of Business Administration Rajkumar Venkatesan
teaches “Marketing Strategy” and “Big Data in Marketing” in the MBA, Executive MBA, and Global Executive MBA programs at Darden. Venkatesan’s research focuses on developing customer-centric marketing strategies that provide measurable financial results. Venkatesan’s research has appeared in several journals, including the Harvard Business Review
, Journal of Marketing
, Journal of Marketing Research
, Marketing Science
, Journal of Retailing
, Decision Support Systems
, Marketing Letters
, and Journal of Service Research
. He serves as an Area Editor of the Journal of Marketing
. Many of his research publications have been recognized with prestigious awards, such as the Don Lehmann Award and the MSI Alden G. Clayton Award. He has been selected as one of the top 20 rising young scholars in marketing by the Marketing Science Institute and as one of the top 40 professors of business administration under 40 by Poets and Quants
Professor Venkatesan has consulted and taught in executive education programs on marketing analytics for global firms in the technology, retailing, media, consumer packaged goods, and pharmaceutical industries. For his work with IBM, he was recognized as one of the three finalists worldwide for the Informs Practice Prize Competition.
Before coming to Darden, Venkatesan taught database marketing, marketing research, and quantitative marketing models to graduate students at the University of Connecticut. There, he was the recipient of the MBA Teacher of the Year Award. He received his PhD in marketing from the University of Houston and his BE in computer engineering from the University of Madras.
Landmark Communications Professor Paul Farris taught at the Harvard Business School before his appointment at the University of Virginia Darden School of Business Administration. He has worked in marketing management for UNILEVER, Germany, and in account management for the LINTAS advertising agency.
Farris’s general research focus is in the area of marketing productivity and measurement. His work has been published in 10 books and more than 70 articles, appearing in professional journals and publications such as the Wall Street Journal , Harvard Business Review , Journal of Marketing , Marketing Science , Management Science , Decision Sciences , Journal of Interactive Marketing , Journal of Advertising Research , Journal of Retailing , Journal of the Academy of Marketing Science , and the Sloan Management Review . Farris has coauthored award-winning articles on retailer power, marketing strategy, and advertising testing. He has served as an academic trustee of the Marketing Science Institute and is a current or past member of the editorial boards for the Journal of Marketing , the Journal of Retailing , the International Journal of Advertising , Marketing--Journal of Research and Management , and the Journal of Advertising Research . His current research is on channel conflict and building coherent systems of marketing metrics. His coauthored book, Marketing Metrics: 50+ Metrics Every Executive Should Master , was selected by Strategy + Business as the 2006 Marketing Book of the Year.
Farris has consulted and taught executive education programs for many international companies. He has served on the boards of retailers, manufacturers, and software companies. Currently, he is on the board of directors of Sto Corp., a building materials company. Farris has also provided expert testimony in a number of marketing-related legal cases.
Ronald T. Wilcox , Ethyl Corporation Professor of Business Administration and Associate Dean of the MBA for Executives Program at the University of Virginia Darden School of Business Administration, teaches the required Marketing course in the MBA and Executive MBA programs as well as the elective “Pricing.” He also teaches in numerous Executive Education programs.
His research, focused on the marketing of financial services and its interface with public policy, has appeared in leading marketing and finance journals such as the Journal of Marketing Research , Management Science , Marketing Science , and the Journal of Business . His research and writing have also appeared in the Wall Street Journal , Washington Post , BusinessWeek , Fortune , Forbes , and the Weekly Standard . He is a frequent contributor to Forbes . He is the author of the book Whatever Happened to Thrift? Why Americans Don’t Save and What to Do About It , published by Yale University Press.
Wilcox joined the Darden faculty in 2001. He was formerly an assistant professor at the Carnegie Mellon Graduate School of Industrial Administration and an economist for the U.S. Securities and Exchange Commission.
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