Описание: Examines the issues involved in the field of neuromarketing, including models, technologies, and methodology. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors.
Описание: Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately.
Описание: The availability of big data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data analysis. The convergence of these trends means that we have the capabilities required to analyze astonishing data sets quickly and cost-effectively for the first time in history. They represent a genuine leap forward and a clear opportunity to realize enormous gains in terms of efficiency, productivity, revenue, and profitability especially in digital marketing. Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of whether it is active or passive, we are creating new data that can describe us. If analyzed correctly, these data points can explain a lot about our behavior, personalities, and life events. Companies can leverage these insights for product improvements, business strategy, and marketing campaigns to cater to the target customers.
Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing aids understanding of big data in terms of digital marketing for meaningful analysis of information that can improve marketing efforts and strategies using the latest digital techniques. The chapters cover a wide array of essential marketing topics and techniques, including search engine marketing, consumer behavior, social media marketing, online advertising, and how they interact with big data. This book is essential for professionals and researchers working in the field of analytics, data, and digital marketing, along with marketers, advertisers, brand managers, social media specialists, managers, sales professionals, practitioners, researchers, academicians, and students looking for the latest information on how big data is being used in digital marketing strategies.
Описание: Distill Maximum Value from Your Digital Data Do It Now Why hasn't all that data delivered a whopping competitive advantage? Because you've barely begun to use it, that's why Good news: neither have your competitors. It's hard But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing
Prioritize--because you can't measure and analyze everything
Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors
Measure real digital media ROI: sales, leads, and customer satisfaction
Track the performance of all paid, earned, and owned digital channels
Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR
Start optimizing digital content in real time
Implement advanced tools, processes, and algorithms for accurately measuring influence
Make the most of surveys, focus groups, and offline research synergies
Focus new marketing investments where they'll deliver the most value - Identify and understand your most important audiences across the digital ecosystem
"Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem." --Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data
Описание: Applies fuzzy theory and multi-criteria decision making principles for better practice in the digital business environment. This research-focused publication features discussions on several key concepts useful for modern business professionals including decision-making models and fuzzy theory applied to internet marketing, consumer behavior, and the optimization of strategic marketing plans.
Описание: In A World With A Seemingly Infinite Amount Of Content And Scores Of Methods For Consuming That Content, Marketing Communication Today Is About Appealing To Individuals, Person By Person. Effectively Appealing To Customers Requires Delivery Of Brand Experiences Built On Relevance And Recognition Of Context. Just As In Any Conversation, Delivering Relevance In Context Requires Understanding The Person One Is Speaking With And Shared Environment.Wheeler Answers The Biggest Question Facing Digital Marketers Today: "With An Ever Expanding Array Of Digital Touch Points At One'S Disposal, How Does One Deliver Content And Experiences Around One'S Brand That Build Relationships And Drives Results?" The Quick Answer To This Is "Through The Application Of Data And Analytics To Drive Highly Relevant, Contextual Targeted Content And Adaptive Experience", But Since This Answer Is Not As Easy To Achieve As It Is To Say, Architecting Experience Has Been Designed To Help Readers Develop The Understanding Of Marketing Data, Technology And Analytics Required To Make This Happen.
Описание: In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person.
Автор: Rajagopal Название: Marketing Decision Making And The Management Of Pricing ISBN: 1466640944 ISBN-13(EAN): 9781466640948 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 27027.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: <em>Marketing Decision Making and the Management of Pricing: Successful Business Tools</em> provides the latest research studies, market analysis, and best practices utilised in emerging markets to gain competitive advantage and market leadership. This reference source is useful for corporate managers, undergraduate and graduate students, and research scholars intending to increase their knowledge on pricing strategy and profit management. This book is part of the <em>Advances in Marketing, Customer Relationship Management, and E-Services</em> series collection.
Автор: Nardia Haigh Название: Scenario Planning for Climate Change: A Guide for Strategists ISBN: 1138498386 ISBN-13(EAN): 9781138498389 Издательство: Taylor&Francis Рейтинг: Цена: 20671.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Award-winning book that sets out an engaging step-by-step scenario-planning method that senior executives, managers, consultants and students can easily follow to develop a long-term strategy for climate change.
Автор: Boris Deliba?i?; Jorge E. Hern?ndez; Jason Papatha Название: Decision Support Systems V – Big Data Analytics for Decision Making ISBN: 3319185322 ISBN-13(EAN): 9783319185323 Издательство: Springer Рейтинг: Цена: 5590.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: 'Big Data' Decision Making Use Cases.- The Roles of Big Data in the Decision-Support Process: An Empirical Investigation.- Cloud Enabled Big Data Business Platform for Logistics Services: A Research and Development Agenda.- Making Sense of Governmental Activities Over Social Media: A Data-Driven Approach.- Data-Mining and Expert Models for Predicting Injury Risk in Ski Resorts.- The Effects of Performance Ratios in Predicting Corporate Bankruptcy: The Italian Case.- A Tangible Collaborative Decision Support System for Various Variants of the Vehicle Routing Problem.- Decision Support Model for Participatory Management of Water Resource.- Modeling Interactions Among Criteria in MCDM Methods: A Review.
Описание: This book summarises findings on Generation Y that continue to shape intercultural management research. It delivers insights into the research design of the study and presents the results of hypothesis tests with regard to the importance of 19 employer brand attributes for 459 Swiss and Russian graduates in economics and business administration
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