Marketing analytics : data-driven techniques with Microsoft Excel / Wayne L. Winston [Texto impreso]
By: Winston, Wayne L
Original language: English Publisher: Indianápolis : John Wiley & Sons, Inc., cop. 2014Description: xxx, 690 p. : il., gráf., tablas ; 23 cmISBN: 978-1-118-37343-9 Subject(s): Marketing | Excel (Programa de ordenador)| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Course reserves |
|---|---|---|---|---|---|---|---|
Libro
|
Biblioteca Universidad Europea del Atlántico Fondo General | No ficción | 658.8 WIN mar | Available | 3609 |
1. Slicing and Dicing Marketing Data with PivotTables
2. Using Excel Charts to Summarize Marketing Data ;
3. Using Excel Functions to Summarize Marketing Data ;
4. Estimating Demand Curves and Using Solver to Optimize Price ;
5. Price Bundling ;
6. Nonlinear Pricing ;
7. Price Skimming and Sales ;
8. Revenue Management ;
9. Simple Linear Regression and Correlation ;
10. Using Multiple Regression to Forecast Sales ;
11. Forecasting in the Presence of Special Events ;
12. Modeling Trend and Seasonality ;
13. Ratio to Moving Average Forecasting Method ;
14. Winter’s Method ;
15. Using Neural Networks to Forecast Sales 249
16. Conjoint Analysis ;
17. Logistic Regression ;
18. Discrete Choice Analysis ;
19. Calculating Lifetime Customer Value ;
20. Using Customer Value to Value a Business ;
21. Customer Value, Monte Carlo Simulation, and Marketing Decision Making ;
22. Allocating Marketing Resources between Customer Acquisition and Retention ;
23. Cluster Analysis ;
24. Collaborative Filtering ;
25. Using Classification Trees for Segmentation ;
26. Using S Curves to Forecast Sales of a New Product ;
27. The Bass Diffusion Model ;
28. Using the Copernican Principle to Predict Duration of Future Sales ;
29. Market Basket Analysis and Lift ;
30. RFM Analysis and Optimizing Direct Mail Campaigns ;
31. Using the SCAN*PRO Model and Its Variants ;
32. Allocating Retail Space and Sales Resources ;
33. Forecasting Sales from Few Data Points ;
34. Measuring the Effectiveness of Advertising ;
35. Media Selection Models ;
36. Pay per Click (PPC) Online Advertising ;
37. Principal Components Analysis (PCA) 541
38. Multidimensional Scaling (MDS) ;
39. Classification Algorithms: Naive Bayes Classifier and Discriminant Analysis ;
40. Analysis of Variance: One-way ANOVA ;
41. Analysis of Variance: Two-way ANOVA ;
42. Networks ;
43. The Mathematics Behind The Tipping Point ;
44. Viral Marketing ;
45. Text Mining.