Marketing Analytics av Robert W. (University of Washington USA) Palmatier, Associate Professor J. Andrew (Pennsylvania State University USA) Petersen,

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All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier¿s dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to:· Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework. · Understand technical analyses by engaging with a pertinent range of vi