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Marketing Analytics, by Stephan Sorger
Fee Download Marketing Analytics, by Stephan Sorger
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Marketing Analytics: Strategic Models and Metrics offers marketing students and professionals a practical guide to strategic decision models and marketing metrics. The tools described in the book will aid marketers in making intelligent decisions to drive revenue and results in their organizations.
The book contains a wealth of information on marketing analytics:
Almost 500 pages of text, covering a wide variety of decision models and metrics
Nearly 400 figures, including diagrams, tables, and charts
Step-by-step instructions on market segmentation, conjoint analysis, and other techniques
Current examples demonstrating how organizations are applying models and metrics
The list of chapters below includes a sample of the topics:
Chapter 1. Introduction - Introduction to marketing analytics
Chapter 2. Market Insight - Market sizing and trend analysis
Chapter 3. Market Segmentation - Segment identification, analysis, and strategy
Chapter 4. Competitive Analysis - Competitor identification, analysis, and strategy
Chapter 5. Business Strategy - Analytics-based strategy selection
Chapter 6. Business Operations - Forecasting, predictive analytics, and data mining
Chapter 7. Product and Service Analytics - Conjoint analysis and product/service metrics
Chapter 8. Price Analytics - Pricing techniques and assessment
Chapter 9. Distribution Analytics - Analytics-based channel evaluation and selection
Chapter 10. Promotion Analytics - Promotion budget estimation and allocation
Chapter 11. Sales Analytics - Metrics for sales, profitability, and support
Chapter 12. Analytics in Action - Pivot tables and data-driven presentations
Edition: First Edition, Version 1.1, introduced November 2013, incorporates minor corrections and edits. It retains the same page layout as the original release (First Edition, Version 1.0). See StephanSorger.com for a complete record of all changes.
- Sales Rank: #83429 in eBooks
- Published on: 2013-02-20
- Released on: 2013-02-20
- Format: Kindle eBook
About the Author
Stephan Sorger, M.S., M.B.A., is an authority on marketing analytics, supported with both professional and academic work on the subject. Professionally, Mr. Sorger has applied quantitative methods at leading organizations such as Oracle, 3Com, and NASA. As an instructor, Mr. Sorger has taught marketing analytics at the University of California, Berkeley Extension since 2008.
Most helpful customer reviews
6 of 6 people found the following review helpful.
Very basic book that tries to cover much but is ...
By newbooks
Very basic book that tries to cover much but is mostly a quick run through most models. This book is for the very novice audience who havs no idea what marketing analytics is all about. It tells you about a model, gives you a name (e.g. Regression), followed by a paragraph of explanation and a very basic example. If you have any experience in the marketing field this book is not for you. It is mostly for undergraduate students (definitely not for graduate students). You can use it as a starting point to know what exists out there but don't think this book will take you into any depths into these models and you would not be able to really use these in real work situations.
9 of 10 people found the following review helpful.
A MUST have Analytics book!!!!!
By Sehajit Saluja
This review is for all those first timers who have never experienced the world of analytics,the book starts off with basic concepts and build's you up for complex models.The models are explained in detail with case examples to help the reader get a deeper understanding of the models.Each concept of a chapter is supported by a real world case which helps the reader relate and retain the concepts learned.
I would highly recommend this book.
11 of 14 people found the following review helpful.
Great textbook for a Marketing Analytics course
By Kerem Tomak
I will approach this review from an academic angle and share my reactions to the book as I progressed from the first chapters towards the end.
The book starts with setting the ground on what Marketing Analytics is as a discipline and dives into different application areas of marketing analytics in the organization. The coverage of the topics in each chapter is self-explanatory with plenty of clearly explained concepts, acronyms and terminology every marketing professional uses and/or comes across every day. From Chapter 3 on, there are advanced concepts around segmentation and modeling which are demonstrated by data and excel based examples, which are very valuable for someone exposed to these techniques for the first time. Reader is guided through excel menus and options while the concept (such as regression, linear optimization etc.) is explained and results of the analysis tied to tangible outcomes. Throughout the book, there are callouts which provide examples (called Marketing Made Measurable) which give mini-cases which ground the concepts covered in each chapter to interesting examples from real life. This practical approach of the book is what makes this a great textbook for a curriculum which has a Marketing Analytics offering at the advanced undergraduate or entry graduate level.
I am giving 4 stars since the book is accomplishing a ton by providing a very wide coverage of all the possible topics which are traditionally embedded within the marketing analytics discipline, but as with any other such project, there is room to improve. Recent advances in big data solutions such as Hadoop and open source analytics software such as R as well as real-time analytics solution stack for marketing may be included in the next editions as they are slowly expanding the analytics scope within marketing.
Overall this is an excellent textbook and I strongly recommend it to anyone thinking about what textbook to use for their course on Marketing Analytics.
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