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Marketing database analytics : transforming data for competitive advantage / Andrew D. Banasiewicz.

By: Banasiewicz, Andrew D
Call number: 658.800285574 B212M Material type: materialTypeLabelBookPublisher: New York ; London : Routledge/Taylor & Francis Group, 2013. Description: xix, 376 p. : charts.ISBN: 9780415657884 (pbk.).Subject(s): Marketing -- Databases | Marketing -- Data processing | Database management
1, The informational advantage. 2, The marketing database analytics process -- Part I. Need identification. 3, Organizational objectives and informational needs. 4, Skills and tools -- Part II. Knowledge creation. 5, Analytic planning. 6, Data basics. 7, Analytic file creation. 8, Exploratory data analyses. 9, Segmentation. 10, Behavior predictions. 11, Action-attributable incrementality. 12, Database scoring. 13, From finding to knowledge -- Part III. Dissemination. 14, Organizational knowledge sharing. 15, In closing.
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