NEW IN MARKETING RESEARCH AND CONSUMER BEHAVIOR … · 2019. 12. 28. · Humanizing Big Data...
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This new series for marketing students and practitioners makes difficult topics accessible by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations so marketers can gain confidence in applying the tools and techniques or in commissioning external research. Special features 4 Aimed at marketing practitioners and advanced level students who deal with complex marketing strategy and appreciate that analytics can provide solutions to marketing questions 4 Designed as guidebooks that focus on helping analysts do marketing science -- pull a targeted list, provide segmentation, test campaign effectiveness, forecast demand and more 4 Goes beyond statistical theory and abstract formulas and shows practical applications for solving marketing problems Marketing Analytics A Practical Guide to Real Marketing Science Mike Grigsby June 2015 978-0-7494-7417-1 248 PP, $34.95 Ebook: 978-0-7494-7418-8 Series: Marketing Science From the Foreword: “A new way of thinking about solving marketing and business problems, with a practical set of solutions. This relevant guide is intended for practitioners across a variety of fields, but rigorous enough to satisfy the appetite of scholars as well..” —Beverly Wright, VP Analytics Director, BKV Mike Grigsby arms business analysts and marketers with the marketing science understanding and techniques needed to solve real world marketing challenges. He works through the full spectrum of problem solving with step-by-step guidance, from segmenting data to testing campaign effectiveness and forecasting demand. Contents include: Principles of consumer behavior and marketing strategy; dependent variable techniques; interrelationship techniques; descriptive and predictive analysis; simultaneous equations; segmentation tools and techniques; four Ps of strategic marketing; survey data vs database data; statistical testing and A/B testing. Mike Grigsby was previously marketing research director at Millward Brown, and has held leadership positions at Hewlett-Packard and the Gap. Currently, he heads up the strategic retail analysis practice at Targetbase. He is also known for his academic work, having written articles for academic and trade journals, and taught at the University of Dallas and St. Edward's University. www.koganpageusa.com NEW IN MARKETING RESEARCH AND CONSUMER BEHAVIOR ANALYSIS Practical Text Analytics Interpreting Text and Unstructured Data for Business Intelligence Steven Struhl July 2015, 978-0-7494-7401-0 240 PP, $34.95 Ebook: 978-0-7494-7402-7 Series: Marketing Science “Provides relevant and lucid discussion of the topic, highlighting the fundamental issues involved in preparing, analyzing, and presenting textual data for meaningful interpretations.” — Dr Jehoshua Eliashberg, Professor of Operations and Information Management, Wharton School, University of Pennsylvania An accessible guide to the many advances in text analytics, this book bridges the gap between the marketer who must put text analytics to use and data analysis experts. Steven Struhl helps clarify and organize the confusing array of methods, frame the right questions, and apply the results successfully to find meaning in any unstructured data and develop effective new marketing strategies. Contents include: Capturing, sorting, sifting, stemming and matching text; using pictures including word clouds and wordles; how to use different approaches and methods and what their strengths and weaknesses are; clustering and classifying documents; assigning meaning to text; regression; predictive models including CHAID, CART and Bayes Nets and artificial intelligence. Steven Struhl is Principal at Converge Analytic, a marketing and analytics consulting company. He has experience in consulting and research, specializing in providing effective, practical solutions based on statistical models of decision- making and behavior. His work addresses how buying decisions are made, understanding consumer groups and their motivations, optimizing service delivery and product configurations, and finding the meaningful differences among products and services. Kogan Page 1518 Walnut Street Suite 1100 Philadelphia, PA 19102 MARKETING SCIENCE SERIES ISSN: 2058-5853 Consider these new books for your seminars and courses: request your evaluation copy www.koganpageusa.com Let us keep you informed about the latest in marketing thought. Sign up for our monthly newsletter! KPMarketingScienceBrochure8panelV2_Layout 1 4/28/15 3:35 PM Page 1
Transcript of NEW IN MARKETING RESEARCH AND CONSUMER BEHAVIOR … · 2019. 12. 28. · Humanizing Big Data...
This new series for marketing students and practitionersmakes difficult topics accessible by grounding them inbusiness reality. Each book is written by an expert in thefield and includes case studies and illustrations somarketers can gain confidence in applying the tools andtechniques or in commissioning external research.
Special features
4 Aimed at marketing practitioners and advanced levelstudents who deal with complex marketing strategyand appreciate that analytics can provide solutions tomarketing questions
4 Designed as guidebooks that focus on helping analystsdo marketing science -- pull a targeted list, providesegmentation, test campaign effectiveness, forecastdemand and more
4 Goes beyond statistical theory and abstract formulasand shows practical applications for solving marketingproblems
MarketingAnalyticsA Practical Guide to Real Marketing Science
Mike Grigsby
June 2015978-0-7494-7417-1248 PP, $34.95Ebook: 978-0-7494-7418-8
Series: Marketing Science
From the Foreword:
“A new way of thinking about solving marketing and businessproblems, with a practical set of solutions. This relevant guide isintended for practitioners across a variety of fields, but rigorousenough to satisfy the appetite of scholars as well..” —BeverlyWright, VP Analytics Director, BKV
Mike Grigsby arms business analysts and marketers with themarketing science understanding and techniques needed tosolve real world marketing challenges. He works through thefull spectrum of problem solving with step-by-step guidance,from segmenting data to testing campaign effectiveness andforecasting demand.
Contents include: Principles of consumer behavior andmarketing strategy; dependent variable techniques;interrelationship techniques; descriptive and predictiveanalysis; simultaneous equations; segmentation tools andtechniques; four Ps of strategic marketing; survey data vsdatabase data; statistical testing and A/B testing.
Mike Grigsbywas previously marketing research director atMillward Brown, and has held leadership positions atHewlett-Packard and the Gap. Currently, he heads up thestrategic retail analysis practice at Targetbase. He is alsoknown for his academic work, having written articles foracademic and trade journals, and taught at the University ofDallas and St. Edward's University.
www.koganpageusa.com
NEW IN MARKETING RESEARCH AND CONSUMER BEHAVIOR ANALYSIS
Practical TextAnalyticsInterpreting Text andUnstructured Data forBusiness Intelligence
Steven Struhl July 2015, 978-0-7494-7401-0240 PP, $34.95Ebook: 978-0-7494-7402-7
Series: Marketing Science
“Provides relevant and lucid discussion of the topic, highlightingthe fundamental issues involved in preparing, analyzing, andpresenting textual data for meaningful interpretations.”— Dr Jehoshua Eliashberg, Professor of Operations andInformation Management, Wharton School, University ofPennsylvania
An accessible guide to the many advances in text analytics,this book bridges the gap between the marketer who must puttext analytics to use and data analysis experts. Steven Struhlhelps clarify and organize the confusing array of methods,frame the right questions, and apply the results successfully tofind meaning in any unstructured data and develop effectivenew marketing strategies.
Contents include: Capturing, sorting, sifting, stemming andmatching text; using pictures including word clouds andwordles; how to use different approaches and methods andwhat their strengths and weaknesses are; clustering andclassifying documents; assigning meaning to text; regression;predictive models including CHAID, CART and Bayes Nets andartificial intelligence.
Steven Struhl is Principal at Converge Analytic, a marketingand analytics consulting company. He has experience inconsulting and research, specializing in providing effective,practical solutions based on statistical models of decision-making and behavior. His work addresses how buyingdecisions are made, understanding consumer groups and theirmotivations, optimizing service delivery and productconfigurations, and finding the meaningful differences amongproducts and services.
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Geodemographics forMarketers
Using Location Analysis forResearch and Marketing
Barry LeventhalJanuary 2016, 978-0-7494-7382-2, 256 PP, $34.95Ebook: 978-0-7494-7383-9
Series: Marketing Science
Geodemographics is a successfuldata-driven analysis tool formarketers. Since its launch in 1979
the technique has been in continuous use, to the extent thatgeodemographic classifications are widely embedded incustomer databases and market research datasets.
Barry Leventhal, the UK's foremost geodemographicsauthority, offers a practical guide to help busy marketersimplement and improve geodemographics in any sectorinvolved in business to consumer marketing, including theretail, financial and telecommunication sectors. Internationalin scope, with numerous case studies from users and agenciesworking in the field, the book provides insights into the realsuccess that geodemographics can bring to businesses.
Barry Leventhal is director of BarryAnalytics, an independentadvanced analytics consulting company. He specializes in DataMining, Predictive Analytics and Customer Segmentation. .Healso chairs the Census and Geodemographics Group, anadvisory board of The Market Research Society.
Full contents, excerpts and requests for exam copies at www.koganpageusa.com
Decoding the IrrationalConsumerHow to Commission, Run and Generate Insightsfrom Neuromarketing Research
Darren Bridger
August 2015, 978-0-7494-7384-6, 224 PP, $34.95Ebook: 978-0-7494-7385-3
Series: Marketing Science
It is now understood that decisionmaking is driven by emotions andthe subconscious, rather than bypurely rational calculations. Askingdirect questions, as the globalmarketing and advertising researchindustry has previously dependedon, is no longer enough. Instead, theindustry requires a new generationof research tools, such as: behavioral
economics, eye-tracking, implicit response measures, and facialcoding to find the truth behind what consumers are saying.
Decoding the Irrational Consumer provides marketers andresearchers with an overview of each of these new researchtools and techniques, their individual strengths andweaknesses, and how they can be used to generate consumerinsights. An accompanying website will include interviewswith industry leaders, example projects, and an annotatedbibliography.
Contents include: Key principles and applications; facialcoding; heuristics; behavioral experiments; biometric data;prediction markets; creating smarter surveys and how tocombine techniques.
Darren Bridger is a director of Neurostrata, a research andconsulting company which provides neuromarketingconsulting and research services, and helps marketerscommission research vendors He is the co-founder of two ofthe pioneering companies in the neuromarketing industry:NeuroCo and The MindLab. He has co-authored two books onconsumer behavior (The Soul of the New Consumer) anddecision making (Think Smart, Act Smart).
Pre-order from bookstores or online
Teaching a course? Request a print or digital evaluation copy for class adoption by visitingwww.koganpageusa.com.
Questions or comments, write to us:[email protected].
Humanizing Big DataMarketing at the Meeting of Data, Social Science andConsumer InsightColin Strong978-0-7494-7211-5, 224 PP, $39.95Ebook: 978-0-7494-7212-2
"[A] concise, readable, well-sourced platform from which tocontinue your own exploration of whichever facet of big data iscurrently most relevant to you." —Quirk’s MarketingResearch Media
“A mature and wise reflection on the journey we have alreadybegun, where it’s leading, and how we might wish to shape thefuture of our customer relationships. It’s addictively readableand commendably concise. For a small read on big data, starthere.” —Hugh Wilson, Professor of Strategic Marketing,Cranfield School of Management
Data itself is not fallible, but how we choose to collect andmake sense of it is. In this book, Colin Strong delves into howto interpret and incorporate data into an organization’soverall marketing strategy. It is designed to improve customerrelationships, enhance the targeting of marketing efforts, andgain insight into the effectiveness of marketing campaignsand channels.
Contents include: Defining big data; the upsides ofsampling; how to select and track metrics; the dangers ofreading data; understanding the limitations of prediction;psychology of online advertising; simplifying decision-making; how people think about data sharing; therelationship between data ownership and empowerment;pros and cons of data disclosure and behavioural economicsof privacy.
Colin Strong is a leading consumer researcher who hasworked with a wide range of global brands to help shape theirconsumer strategies. Behavioral science runs throughout hisresearch practice, not only to design experimentalapproaches, but also to guide data analytics.
When Digital Becomes HumanThe Transformation of Customer Relationships
Steven Van Belleghem978-0-7494-7323-5, 208 PP, $27.95, Ebook: 978-0-7494-7324-2
Steven Van Belleghem offers a strategic guide to combining abusiness’s two most important assets — its people and itsdigital strengths — in order to transform customerrelationships. He covers the latest issues in digital marketingand CRM including: omnichannel and multichannelexperiences, big data and predictive analytics, privacyconcerns, and crowdsourcing.
At a time when neuromarketing discussions aredominated by brain scans – EEG on the commercialside, and fMRI for academic research – Dan Hill(Sensory Logic) is a proponent of using facial coding asa way to determine what consumers really feel so thatcareful analysis of facial expressions, including fleeting“microexpressions,” lets marketers see the trueemotions experienced by their customers.
About FaceThe Secrets of Emotionally Effective AdvertisingDan Hill978 07494 5757 0, 212 PP, $29.95Ebook: 978-0-7494-5923-9
“An appealing and useful book … chock-full ofpractical, specific advice.” —www.neurosciencemarketing.com
EmotionomicsLeveraging Emotions for Business SuccessDan Hill978-0-7494-6189-8, 368 PP, $19.95Ebook: 978-0-7494-5788-4
"Dan Hill's book is a revelation." —Philip Kotler
"Get ready for a wild ride." —Seth Godin
OF RELATED INTEREST
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