Data Mining and Market Intelligence for Optimal Marketing Returns

"This 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." 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 "This 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 today's crowded marketplace. The authors' 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 today's quantitative marketing challenges." Albert Thong, Director, Business Marketing Operations, Cisco Systems