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Book Cover
E-book
Author Hu, Mu, author

Title Highly effective marketing analytics : a practical guide to improving marketing ROI with analytics / Mu Hu
Edition First edition
Published New York, NY : Business Expert Press, 2020

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Description 1 online resource (1 volume) : illustrations
Series Big data, business analytics, and smart technology collection, 2333-6757
Big data, business analytics, and smart technology collection. 2333-6757
Contents Why has analytics missed the mark? -- Developing actionable segmentation -- Gaining deeper insights into customers -- How the 541-rule has changed the game of direct mail -- How to make catalog profitable in the digital age -- Integration between e-mail, CRM, Google, and social -- How to revamp your underperforming loyalty program -- Customer lifetime value demystified -- Measuring success with MMM, MTA, and promotional lift
Summary Highly effective marketing analytics infuses analytics into marketing to help improve marketing performance and raise analytics IQ for companies that have not yet had much success with marketing analytics. The book reveals why marketing analytics has not yet kept the promise and clarifes confusion and misunderstanding surrounding marketing analytics. Highly effective marketing analytics is a highly practical and pragmatic how-to book. The author illustrates, step by step, many innovative, practical, and cost-effective methodologies to solve the most challenging real-world problems facing marketers in today's highly competitive omni-channel environment
Bibliography Includes bibliographical references
Notes Online resource; title from title page (Safari, viewed May 19, 2020)
Subject Commercial catalogs.
Advertising, Direct-mail.
Marketing -- Data processing.
Marketing research.
Customer relations.
Customer loyalty.
direct mail.
Advertising, Direct-mail
Commercial catalogs
Customer loyalty
Customer relations
Marketing -- Data processing
Marketing research
Form Electronic book
ISBN 1951527097
9781951527099