By Andrew D. Banasiewicz

ISBN-10: 0415657873

ISBN-13: 9780415657877

Marketing Database Analytics offers a step by step strategy for realizing and examining info for you to achieve insights to force company judgements. one of many middle parts of measuring advertising effectiveness is thru the gathering of acceptable information, yet this knowledge is not anything yet numbers until it really is analyzed meaningfully.


Focusing particularly on quantitative advertising metrics, the book:

  • Covers the entire spectrum of promoting analytics, from the preliminary facts setup and exploration, to segmentation, behavioral predictions and impression quantification
  • Establishes the significance of database analytics, integrating either company and advertising practice
  • Provides a theoretical framework that explains the ideas and can provide innovations for studying data
  • Includes situations and workouts to steer scholars’ learning

Banasiewicz integrates his wisdom from either his educational education adventure, offering an intensive, entire process that would serve graduate scholars of selling learn and analytics well.

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Extra info for Marketing Database Analytics: Transforming Data for Competitive Advantage

Example text

In a broader context, it is fair to say that few if any organizations would be willing to sell their product sales data or promotional response results, as any potential monetary gains would be far outweighed by the potential competitive self-hindrance. Furthermore, there are a number of regulations governing sharing of certain types of data, such as the recently enacted Shelby Act which places severe limitations on the use of vehicle registration data. All considered, outside of the data service provider industry, few companies decide to invest in data capture and its ongoing maintenance capabilities because of the expectation of deriving an income stream from future sales of that data.

Hence the resultant knowledge is built “from scratch,” as it is cobbled together from individual insights found while exploring the available data. The data laden approach certainly has merit, but at the same time it is more likely (than the theory laden 12 The Informational Advantage approach) to be blotted by data imperfections, which is a significant drawback, both in science and in business. Business analysts need to carefully consider the strengths and weaknesses of these two competing knowledge creation frameworks.

Clearly, informational excellence can be quite beneficial to firms’ economic well-being which brings us to an obvious question: What is required of an organization for it to develop a high level of informational proficiency? Or, stated differently: What separates informationally advanced organizations from their less analytically proficient competitors? Analytics Informational competency is rarely, if ever, a result of data access inequalities. , capture the same type of basic data—as are those used by K-Mart or other major discounters (after all, these are standard applications sold and developed by outside vendors).

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Marketing Database Analytics: Transforming Data for Competitive Advantage by Andrew D. Banasiewicz


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