xvi Prefac 8
Logistic Regression
Model-based Customer Selection
9
Customer Lifetime Value
Calculating Customer Lifetime Value
11
Factor Analysis
Implementing a Brand Audit Survey
12
Conjoint Analysis
Product Design and Pricing Decisions
13
Bass Diffusion Model
Forecasting Sales of New Products
15
Marketing Mix Models
Optimizing the Marketing Mix
16
Experiments and Propensity Score Matching
Designing and Implementing A/B Tests
17
Structural Topic Models
Gleaning Insights from Online Reviews
Unique Features for Instructors Rich and Detailed Instructor Materials To support in-class delivery of content, supporting materials are available to instructors through the book’s online web portal, www.bloomsbury.pub/ marketing-analytics, or from the authors directly at www.SAMSinstitute.com. These supporting materials include example syllabi, hundreds of PowerPoint slides (for classroom instruction), video supplements to many chapters that focus on implementing the analytics example, as well as a test bank and solution guide (restricted to instructors). The goal is to reduce the time and effort it takes for an instructor to adopt the book for classroom instruction.
Additional Marketing Analytics Cases Besides the case study examples (that include the data and step-by-step R and Tableau code) that come with each technical chapter, we also provide recommendations for additional data-driven empirical cases that instructors can use as individual or teambased assignments. These cases have been tailored for use with the material in this book and are published by Darden Business Publishing. This includes assignment questions, sample R code and Tableau packaged workbooks, and datasets that have been formatted for use with the material in this textbook. As more data-driven cases become available, we will continue to provide resources for instructors to link real-world business cases with the tools that students learn from this textbook. The topics currently covered by these cases include: Logistic regression, segmentation, targeting, and positioning, conjoint analysis, and marketing mix models with text analysis. The cases are available through Darden Business Publishing and the supplemental material is available on the book’s online web portal. The book can also be used along with analytics cases developed by C-CUBESTM (www.ccubes.net). Several of these cases provide real-world data that allow the students to practice the marketing analytics techniques used in the book using R. The cases complement the chapters in the book, as indicated in Table 2 below.
