Data Mining and Market Intelligence for Optimal Marketing Returns

Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today's Marketing World
Chapter 2: Marketing Spending Models and Optimization
Chapter 3: Metric Overview
Chapter 4: Multi-channel Campaign Performance Reporting and Optimization
Chapter 5: Understanding the Market through Marketing Research
Chapter 6: Data and Statistics Overview
Chapter 7: Introduction to Data Mining
Chapter 8: Audience Segmentation
Chapter 9: Data Mining for Customer Acquisition, Retention and Growth:
Case Study #1 Direct Mail Targeting for New Customer Acquisition
Case Study #2 Attrition Modeling for Customer Retention
Case Study #3 Customer Growth Model
Chapter 10: Data Mining for Cross-Selling and Bundled Marketing:
Case Study #1 E-Commerce Cross-Sell
Case Study #2 Online Advertising Promotions
Chapter 11: Web Analytics
Chapter 12: Search Marketing Analytics

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• Vendas e marketing
• Vendas e gestão do marketing

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