Data Mining and Market Intelligence for Optimal Marketing Returns (Hardcover)
暫譯: 數據挖掘與市場情報以達成最佳行銷回報 (精裝版)

Susan Chiu, Domingo Tavella

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

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商品描述

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

商品描述(中文翻譯)

作者提供了一個實用且高度資訊化的觀點，針對成功行銷活動所需的關鍵元素。與那些過於理論化而無法對實務工作者提供實際幫助的書籍，或是過於軟性而無法作為堅實且可衡量的實施指導的書籍不同，本書專注於將既有的定量技術整合進實際案例研究中，這些案例對行銷實務工作者來說立即相關。

* 提供市場研究和資料探勘的雙重處理
* 採用如何做的方式，針對專業人士提供具體案例研究，並輔以理論
* 包含如何創建執行報告、儀表板和市場情報基礎設施的實用技巧

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