Marketing Database Analytics

by Andrew D. Banasiewicz

A step-by-step process to translating multiple sources of marketing data into decision-guiding knowledge. It encompasses data prepatory steps, analytic file creation, exploratory analysis, segmentation, predictive modeling, impact measurement and knowledge dissemination. It is a hands-on, all inclusive guide to combining dissimilar sources of marketing data into a seamless informational reservoir.

Genres: Business

500 pages, Hardcover

First published September 16, 2010