MARKETING ANALYTICS: A PRACTICAL GUIDE TO REAL MARKETING SCIENCE
Book ID/图书代码： 07682015B78273
English Summary/英文概要： Marketing Analytics arms business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing problems, from pulling a targeted list and segmenting data to testing campaign effectiveness and forecasting demand. Assuming no prior knowledge, this book outlines everything practitioners need to ’do’ marketing science and demonstrate value to their organization. It introduces concepts relating to statistics, marketing strategy and consumer behaviour and then works through a series of marketing problems in a straightforward, jargon-free way. It demonstrates solutions for various data modelling scenarios and includes full workings and critical analyses to reinforce the key concepts.
By starting with the marketing problem and then sharing a series of data modelling options on how to solve it, Marketing Analytics both makes marketing science accessible for beginners and aids the more seasoned practitioner in getting to grips with the trickier technical aspects of data analytics to refine their marketing skills and toolkit and compete more effectively in the marketplace.
About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners 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 and to commission external research.
Chinese Summary/中文概要： 《市场解析》使得商业分析师与市场人员们都能够获得对于市场的科学理解和他们所需要的用于解决真实世界市场难题的知识储备，从指定目标计划和分类数据，到检测竞争力和需求预测。假设并无起初的相关知识，那么本书将为每一位实际操作者勾勒出所需要“学习”的市场相关知识，并展示会为其所在组织机构所带来的利益价值。书中将为读者引入介绍关于统计学、市场策略和消费者行为习惯的概念，并于随后通过一系列简单明了的市场问题对其进行一一分析佐证。本书将为各种各样的数据模拟场景提供解决方案，并收入了全面的案例和辩证分析，去强化书中所提出的主要观念。
通过提出一个市场问题，随后分享一系列有关于解决这一问题的数据模型选项的方式，《市场解析》不仅使得市场科学对于初学者而言更加通俗易懂，同时也帮助资深市场从业人员们去更好地掌握数据分析的各种小技巧，用于完善其市场技能和工具选项，从而在市场活动中更具竞争力，提升效率。
关于该系列：《市场科学》系列书籍使得市场专业的学生和市场从业人员们能够更好的理解一些复杂的市场难题，其所采用的策略便是将其置身于现实的商业环境之中。该系列中的每一本书均由该领域内的一名专家所著，并且书中包括有案例研究和相应的插图，因此市场人员可以通过应用其所提及的相关工具和技巧，通过进行外部研究调研等，从而获得自信。（DC）
Awards/获奖情况：“麦克的作品总是十分的直白、坦率，同时不乏娱乐性。他用一种对话式和关联性的语气与方法，为读者们解释一些十分复杂的素材与案例。有时候，当涉及到某些问题精确的数学化一面时，即便是市场人员们也会变得过分严肃起来。麦克的作品总是能提醒我们放轻松并且以娱乐的形态良好应对。”（凯蒂•罗林斯，博士，皇家分析师，GameStop 2014-12-02）
"Mike’s writing is straightforward and entertaining. He brings a conversational and relatable tone and approach to some fairly complex material. Sometimes marketers can take themselves a little too seriously, especially when it comes to the mathematical side of things. Mike’s work reminds us to lighten up and have fun with it." (Katy Rollings, PhD, Loyalty Analyst at GameStop 2014-12-02)
About the Author/作者介绍： 麦克•格雷格斯比从事市场科学的研究已经长达25余年。他曾担任明略行公司市场研究主管，并曾于惠普公司和GAP担任领导人。他有着在市场科学前沿领域和数据分析研究领域的丰富执业经验，目前在Targetbase公司担任战略零售分析主管一职。麦克因其学术成就和写作的大量学术文章、贸易期刊杂志，以及教授了大量的本科与硕士生而著名。他还是一名商贸会议和学术研讨会上的常规演讲人。
Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of practitioner experience at the forefront of marketing science and data analytics, he now heads up the strategic retail analysis practice at Targetbase. Mike is also known for academic work, having written articles for academic and trade journals and taught at both the graduate and undergraduate levels. He is a regular speaker at trade conventions and seminars.
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