國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Data mining and market intelligence ...

Chiu, Susan.

Data mining and market intelligence for optimal marketing returns

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Data mining and market intelligence for optimal marketing returnsSusan Chiu, Domingo Tavella.
作者:	Chiu, Susan.
其他作者:	Tavella, Domingo,
出版者:	Amsterdam ;Butterworth-Heinemann/Elsevier,c2008.
面頁冊數:	1 online resource (xii, 280 p.) :ill.
標題:	Marketing research.
電子資源:	http://www.sciencedirect.com/science/book/9780750682343
ISBN:	9780750682343

Data mining and market intelligence for optimal marketing returns
Chiu, Susan.

Data mining and market intelligence for optimal marketing returns[electronic resource] /Susan Chiu, Domingo Tavella. - Amsterdam ;Butterworth-Heinemann/Elsevier,c2008. - 1 online resource (xii, 280 p.) :ill.

Includes bibliographical references and index.

Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today's Marketing World -- Chapter 2: Marketing Spending Models and Optimization -- Chapter 3: Metric Overview -- Chapter 4: Multi-channel Campaign Performance Reporting and Optimization -- Chapter 5: Understanding the Market through Marketing Research -- Chapter 6: Data and Statistics Overview -- Chapter 7: Introduction to Data Mining -- Chapter 8: Audience Segmentation -- Chapter 9: Data Mining for Customer Acquisition, Retention and Growth: -- Case Study #1 Direct Mail Targeting for New Customer Acquisition -- Case Study #2 Attrition Modeling for Customer Retention -- Case Study #3 Customer Growth Model -- Chapter 10: Data Mining for Cross-Selling and Bundled Marketing: -- Case Study #1 E-Commerce Cross-Sell -- Case Study #2 Online Advertising Promotions -- Chapter 11: Web Analytics -- Chapter 12: Search Marketing Analytics.

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners. * Provides a dual treatment of market research and data mining * Uses a how-to approach for professionals with illustrative case studies in addition to theory * Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure.

ISBN: 9780750682343

Source: 132626:132746Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

200345
Marketing research.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415.2 / .C485 2008

Dewey Class. No.: 658.83

Data mining and market intelligence for optimal marketing returns
LDR:03287cmm 2200397Ia 4500 001 313704
003 OCoLC
005 20111122085812.0
006 m d
007 cr cn|||||||||
008 111229s2008 ne a ob 001 0 eng d
019 $a 234384552 $a 505145913 $a 646747439
020 $a 9780750682343
020 $a 0750682345
020 $a 9780080878096 (electronic bk.)
020 $a 0080878091 (electronic bk.)
035 $a (OCoLC)474952044 $z (OCoLC)234384552 $z (OCoLC)505145913 $z (OCoLC)646747439
035 $a ocn474952044
035 $a 313704
037 $a 132626:132746 $b Elsevier Science & Technology $n http://www.sciencedirect.com
040 $a OPELS $b eng $c OPELS $d OCLCQ $d N $d YDXCP $d UBY $d E7B $d OCLCQ
049 $a TEFA
050 4 $a HF5415.2 $b .C485 2008
072 7 $a BUS $x 043060 $2 bisacsh
082 0 4 $a 658.83 $2 22
100 1 $a Chiu, Susan. $3 536703
245 1 0 $a Data mining and market intelligence for optimal marketing returns $h [electronic resource] / $c Susan Chiu, Domingo Tavella.
260 $a Amsterdam ; $a Boston : $b Butterworth-Heinemann/Elsevier, $c c2008.
300 $a 1 online resource (xii, 280 p.) : $b ill.
504 $a Includes bibliographical references and index.
505 0 $a Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today's Marketing World -- Chapter 2: Marketing Spending Models and Optimization -- Chapter 3: Metric Overview -- Chapter 4: Multi-channel Campaign Performance Reporting and Optimization -- Chapter 5: Understanding the Market through Marketing Research -- Chapter 6: Data and Statistics Overview -- Chapter 7: Introduction to Data Mining -- Chapter 8: Audience Segmentation -- Chapter 9: Data Mining for Customer Acquisition, Retention and Growth: -- Case Study #1 Direct Mail Targeting for New Customer Acquisition -- Case Study #2 Attrition Modeling for Customer Retention -- Case Study #3 Customer Growth Model -- Chapter 10: Data Mining for Cross-Selling and Bundled Marketing: -- Case Study #1 E-Commerce Cross-Sell -- Case Study #2 Online Advertising Promotions -- Chapter 11: Web Analytics -- Chapter 12: Search Marketing Analytics.
520 $a The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners. * Provides a dual treatment of market research and data mining * Uses a how-to approach for professionals with illustrative case studies in addition to theory * Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure.
588 $a Description based on print version record.
650 0 $a Marketing research. $3 200345
650 0 $a Data mining. $3 184440
650 7 $a BUSINESS & ECONOMICS $x Marketing $x Research. $2 bisacsh $3 536704
655 4 $a Electronic books. $2 local. $3 214472
700 1 $a Tavella, Domingo, $d 1948- $3 207876
776 0 8 $i Print version: $a Chiu, Susan. $t Data mining and market intelligence for optimal marketing returns. $d Amsterdam ; Boston : Butterworth-Heinemann/Elsevier, c2008 $z 9780750682343 $z 0750682345 $w (OCoLC)213382598
856 4 0 $3 ScienceDirect $u http://www.sciencedirect.com/science/book/9780750682343
938 $a YBP Library Services $b YANK $n 2822629
938 $a ebrary $b EBRY $n ebr10229503
994 $a C0 $b TEF