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Marketing Analytics: Strategic Models and Metrics, 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. Revision 1.1 incorporates minor corrections and edits. It retains the same layout as the original release (First Edition, Version 1.0). See StephanSorger.com for a complete record of all changes.
- Sales Rank: #246451 in Books
- Brand: Brand: CreateSpace Independent Publishing Platform
- Published on: 2013-01-31
- Original language: English
- Number of items: 1
- Dimensions: 9.69" h x 1.13" w x 7.44" l, 1.95 pounds
- Binding: Paperback
- 498 pages
- Used Book in Good Condition
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
8 of 8 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.
2 of 2 people found the following review helpful.
the course was pretty useless and mostly just copies and pastes from the ...
By Stanford Griffith
I bought this for the EdX course/certificate by the same author. Frankly, the course was pretty useless and mostly just copies and pastes from the book. I am not basing my review on the course, however.
As for the book, it seems like this would be good as *part* of a course, but it's not really filling enough by itself. At times, the writer just needs to spit out the information instead of adding words to extend the pages. It felt like I had to dig more than I should have. As this is an area of interest for me, I plan to finish the book, but I'll be seeking more complete information with better examples and explanations.
Definitions are laid out nicely and clearly in the book so you can quickly learn those. It's more the context that seems sometimes missing.
Also, some of the information, such as equations, differed in the course. I don't really know if I trust the book completely because of that.
3 of 3 people found the following review helpful.
I really liked this book for the following reasons
By Julie Tcha
Taking the author's Marketing Analytics class over the summer, I really liked this book for the following reasons:
1. Models (contribution margin, return on investment, YOY growth and lifetime value) for the chapter business strategy are great and very valuable. The company I work for uses different approaches, but we used his model and essentially came close to our own approaches. His models are fairly easy to understand.
2. He gives real life examples for companies we all know of such as Zanga, Oracle, American Airlines.
3. Overall, the book offers a lot of value to me as I continue to grow as a market analyst. In the end, it's a very resourceful book.
Reasons why I felt it could be better:
1. Some models are really complicated and hard to understand. Even after rereading it several times, it doesn't translate in Excel. Maybe include youtube videos to walk through models.
2. Model examples are very easy. We all know that real life is more complicated.
3. Even after comprehending the models, interpreting the outputs isn't explained well.
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