Data Mining and Market Intelligence for Optimal Marketing ReturnsBy
- Susan Chiu, Director of Business Intelligence Center at Ingram Micro, Inc.
- Domingo Tavella, Adjunct Professor at Berkeley's Haas School of Business, Masters in Financial Engineering program; president of Octanti Associates
Primary audience: Marketing and sales executives; marketing researchersSecondary audience: Marketing specialty MBA students
Published: May 2008
Imprint: Butterworth Heinemann
âThis book is a must read. It shows you how you can transform data into winning marketing strategies. The trend towards marketing science is certain and this book provides a systematic framework for firms to bring science into marketing decisions.â Teck H. Ho, Professor of Marketing, Haas School of Business, University of California, Berkeley "Susan Chiu and Domingo Tavella 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." Mike Milligan, Vice President, Marketing Communications, The Xerox Corporation âThis book is an excellent no-frills one stop shop for proven approaches to quantitative marketing and should be a valuable reference to practitioners who subscribe to the notion that data-driven decisions are critical to mounting successful marketing campaigns in todayâs crowded marketplace. The authorsâ emphasis on practical application of analytics and detailed discussions of the relevant business issues through real-world business examples make this book a useful and immediately applicable resource for tackling todayâs quantitative marketing challenges.â Albert Thong, Director, Business Marketing Operations, Cisco Systems