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Marketing Analytics Practitioner's Guide, The - Volume 3: Digital Marketing
Ashok Charan
Singapore: World Scientific Publishing Company 2023
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Título:
Marketing Analytics Practitioner's Guide, The - Volume 3: Digital Marketing
Autor:
Ashok Charan
Assuntos:
BUSINESS & ECONOMICS
;
Business And Management
;
E-Commerce
;
Internet Marketing
;
Marketing
;
Marketing Analytics, Consumer Analytics, Retail Analytics, Web Analytics, Marketing Research, Gain Loss Analysis, Retail Tracking, Retail Measurement Service, Rms, Weighted Distribution, Numeric Distribution, Numeric and Weighted Distribution, Coverage Analysis, Nielsen Code, Sample Size Equation, Sample Size Calculation, Market Research, Width and Depth of Purchase, Buyer Groups, Brand Loyalty, Overlap Analysis, Trial and Repeat Purchase, Bases, Simulated Test Market, TRB Model, Share in Handlers, SPPD, Average Sales Per Store, Rate of Sales, Cash Rate of Sales, Rate of Gross Profit, Forward Stock, Retail Analytics, Loyalty and Propensity, Category Management, Trade Marketing, Category Roles, Traffic Builder, Transaction Builder, Profit Generator, Category Strategies, Space Management, Planogram, Baseline Sales, Brand Image Tracking, Image
Profiling
, Perceptual Maps, Brand Equity, Loyalty Pyramid, Drivers of Brand Equity, Need States, Qual and Quant, Customer Satisfaction Research, Kano Model, Conjoint Analysis, Part Worth, Utility, First Moment of Truth, Moment of Truth Marketing, FMOT, Product Launch Evaluation, Parfitt–Collins Model, Bass Diffusion Model, How Advertising Works, Advertising Mechanisms, Audience Measurement, People Meter, GRP, Copy Testing, Pre-testing Advertising, Post-testing Advertising, Advertising Tracking, Awareness Index, Millward Brown, Pricing Research, Price Elasticity, Discount Elasticity, BPTO, Promotions Evaluation, Sales Decomposition, Due to Analysis, What If Analysis, Promotions Response Modelling, Propaganda and Fake News, Social Cloisters, Digital Marketing, Short and Long Tail Keywords, Short Tail Keywords, PageRank, Link Equity, Search Advertising, Search Marketing, Google Ad Auction, Keyword Research, Google Ads Anatomy, Web Analytics, Markov Chain, Google Analytics, Google Search Console, Google Ads, Digital Execution, Retail Universe, Retail Census, Width and Depth of Distribution, OOS, Sales and Distribution, Sample and Non-Sample Errors, Market Mix Modelling, ScanPro, Brand Equity Models, Segmentation Methods, A Priori Segmentation, Online Qual, Word Associations, Brand Mapping, Laddering, Customer Loyalty, Value in Use, Customer Lifetime Value, Procurement Orientation, NPD Process, Knowledge Immersion, Consumer Immersion, Concept Development, Concept Screening, Concept Testing, Salience, Advertising Awareness, Persuasion Advertising, Symbolism in Advertising, Emotion in Advertising, Packaging Research, Shelf Impact, Biometrics, Eye Tracking, EEG, Facial Coding, Heatmaps, Galvanic Skin Response, GSR, Price Sensitivity Meter, PSM, Discrete Choice Modelling, Cannibalization, Co-creation, Crowdsourcing, Permission Marketing, Inbound and Outbound Marketing, Interactive TV, Personalization, Influencer Marketing, Word of Mouth Marketing, Buzz Marketing, Chobani, SEO, Google Ads Architecture, A/B Testing, Social Listening, Advocacy, Gated Offers, Retargeting, Native Advertising, Lead Nurturing, Sales Response Function, Brand Health, NPI, User Generated Content, UGC, YouTube Analytics, Facebook, EdgeRank, Twitter, Twitter Marketing, Instagram, Snapchat, YouTube, YouTube Ad Testing, LinkedIn, View on LinkedIn, Distribution Networks, Bayes Theorem, T-test, Factor Analysis, Hypothesis Testing, Stratified Sampling, Central Limit Theorem, Dynamic Effects, Interaction Effects, Promotion Response Models, PromotionScan, Brand Dynamics
Descrição:
As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume III is entirely dedicated to digital marketing. The first chapter, New Media, covers the impact of new media on the social, political and marketing landscape. It outlines the new rules and perspectives, leaving readers with a clear understanding of how they must adapt to succeed in the digital age.The Digital Marketing chapter covers a wide range of topics related to digital tools, techniques, processes, as well as the opportunities and challenges of digital marketing. A set of chapters on social media highlight best practices to adopt on each of the networks - Facebook, Twitter, Instagram, YouTube and LinkedIn.Search Engine Optimization (SEO) covers on-page and off-page optimization to increase inbound traffic and channel it through the digital marketing funnel. Web Analytics covers the processes that constitute a web analytics system and deals with the use of web analytics platforms such as Google Analytics to assess the effectiveness of digital marketing in attracting and converting prospects.Search Advertising covers advertising on search engines to draw prospects and lead them through the digital marketing funnel. It covers topics such as the Google auction, keyword strategies, and practices to improve the effectiveness of search advertising.The final chapter, Digital Execution, serves as a comprehensive guide to developing and executing digital marketing plans.
Editor:
Singapore: World Scientific Publishing Company
Data de criação/publicação:
2023
Formato:
356
Idioma:
Inglês
Links
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