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The Marketing Analytics Practitioner's Guide:In 4 VolumesVolume 1: Brand and ConsumerVolume 2: Product, Advertising, Packaging, Biometrics, Price and PromotionVolume 3: Digital MarketingVolume 4: Retail and Statistics

Author

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  • Ashok Charan

Abstract

The Marketing Analytics Practitioner's Guide

Suggested Citation

  • Ashok Charan, 2023. "The Marketing Analytics Practitioner's Guide:In 4 VolumesVolume 1: Brand and ConsumerVolume 2: Product, Advertising, Packaging, Biometrics, Price and PromotionVolume 3: Digital MarketingVolume 4: Reta," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number ac055, August.
    • Handle: RePEc:wsi:wsbook:ac055
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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/ac055
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    Keywords

    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;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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