Marketing Analytics : Based on First Principles (Paperback)

Chapter 1 - Introduction to Marketing Analytics Based on First Principles PART ONE - ALL CUSTOMERS DIFFER Chapter 2 - Understanding Marketing Principles #1: All Customers Differ Chapter 3 - Cluster Analysis for Segmentation Chapter 4 - Discriminant Analysis for Targeting and Classification Chapter 5 - Perceptual and Preference Mapping for Competitive Positioning PART TWO - ALL CUSTOMERS CHANGE Chapter 6 - Understanding Marketing Principle #2: All Customers Change Chapter 7 - RFM Analysis Chapter 8 - Logistic Regression Chapter 9 - Customer Lifetime Value PART THREE - ALL COMPETITORS REACT Chapter 10 - Understanding Marketing Principle #3: All Competitors React Chapter 11 - Survey Design and Testing to Derive Customer Insights Chapter 12 - Conjoint Analysis for Product and Pricing Decisions Chapter 13 - Forecasting Sales for New Products PART FOUR - ALL RESOURCES ARE LIMITED Chapter 14 - Understanding Marketing Principle #4: All Resources are Limited Chapter 15 - Using Marketing Mix Models to Optimize the Marketing Mix Chapter 16 - Using Marketing Experiments to Optimize the Marketing Mix Chapter 17 - Using Topic Models to Glean Customer Insights