snippets from the eGuide   (Introduction ⇩)

(Introduction ⇧)

In the age of analytics, this multimedia platform serves as a comprehensive guide to marketing management, covering the underlying concepts and their application. As can be seen from the snippets, the focus is not on the statistical theory, but more on the application of new analytics techniques and established research methods to enhance the marketing mix.

As advances in technology transform the very nature of marketing, there has never been greater need for marketers to learn marketing.

Essentially a practitioner’s guide to marketing management in the 21st century, the Marketing Analytics web learning platform blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.

Application oriented, it fuses marketing concepts with the analytical tools that practitioners use, to impart an understanding of how to interpret and apply research information and big data.

The focus is primarily on the practical application of well-established tools, techniques and processes, as the platform sifts through all elements of the marketing mix.

eLearning Platform

Over 100 Registered Corporations: If your organization is listed, register with your corporate email to use the online guide.

It is only apt that a book on Marketing Analytics should exemplify the use of digital technology. Unlike passive eBooks that replicate print versions in their original linear state, the online guide is a full-blown, multi-media platform that greatly enhances the reader’s experience.

As a website, it is dynamic, fluid, and connected with relevant and useful content, both within and beyond the platform. That it is continually updated and enhanced, keeps the guide evergreen, abreast of the latest developments in a the rapidly evolving fields of analytics and digital marketing. (In addition to numerous updates, over 100 new sections and four new chapter have been added, in the two years since the platform was set-up).

It is interactive with the facilities such as (shareable) notes/comments at any of the approximately 500 sections in the guide. The question papers/exercises allow subscribers to view answers and explanations. The site also supports business analytic platforms so that students can practise as they learn.

The online guide is made available on an annual subscription basis. Subscribers login with their email ID and password.


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Sampling

Sampling
Exhibit  Sample size is a commercial decision that weighs the costs of a larger sample against the benefits of greater accuracy.

“In God we trust. All others must bring data.” — W. Edwards Deming.

A sample is a subset of the universe that is used for making conclusions or inferences about the universe. It reduces the time, effort and cost in estimating parameters of interest to marketers such as brand awareness, penetration, brand equity, market share, sales or distribution.

This appendix reviews the different sampling methods, and the mathematics of computing sample sizes for retail tracking and quantitative research studies. It covers the sampling standards commonly used by research firms. It also explains sampling and non-sample errors, and their impact on data accuracy.


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