Data Mining and Market Intelligence for Optimal Marketing Returns (Hardcover)

Susan Chiu, Domingo Tavella



The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.

* Provides a dual treatment of market research and data mining
* Uses a how-to approach for professionals with illustrative case studies in addition to theory
* Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure



* 提供市場研究和數據挖掘的雙重處理方式
* 以實例研究為基礎,以實用的方法指導專業人士,並附有理論支持
* 包含有關如何創建執行報告、儀表板和市場情報基礎設施的實用提示