"This book outlines the sources, strengths, and weaknesses of a broad array of key marketing metrics. How to harness those data for insight is explained. Most importantly, how to act on this insight-how to apply it not only in planning campaigns but also in measuring their impact, correcting...

Resource Allocation -- Cluster Analysis -- Conjoint Analysis -- Linear Regression -- Customer Lifetime Value -- Marketing Experiments -- Paid Search Advertising -- Text Analytics -- Logistic Regression -- Recommendation Systems -- Automation of Marketing Models -- Implementing Marketing Analytics.

Cover -- Title Page -- Copyright -- Contents -- About the Authors -- Acknowledgments -- Preface -- Chapter 1 Distribution Channels Today -- 1.1 Introduction -- 1.2 What Is New: Radical Changes in the Navigation of Distribution Channels -- 1.2.1 Changing Business Models -- 1.2.2 Omni‐Channel...

"A distribution channel is the chain of distributors, retailers, and other intermediaries through which a supplier's product reaches end consumers, implying a unidirectional movement of goods along a single route, from the point of production to the point of consumption. Even this simple...