Mike Grigsby

Section - 00: Introduction; Section - PART ONE: How can marketing analytics help you?; Chapter - 01: Overview of statistics; Chapter - 02: Consumer behaviour and marketing strategy; Chapter - 03: What is an insight?; Section - PART TWO: Dependent variable techniques; Chapter - 04: Modelling demand and elasticity; Chapter - 05: Polynomial distributed lags; Chapter - 06: Using Poisson regression; Chapter - 07: Logistic regression and market basket analysis; Chapter - 08: Survival modelling and lifetime value; Chapter - 09: Panel regression and same store sales; Chapter - 10: Introduction to forecasting; Section - PART THREE: Interrelationship techniques; Chapter - 11: Simultaneous equations; Chapter - 12: Principal components and factor analysis; Chapter - 13: Segmentation overview; Chapter - 14: Tools of segmentation; Section - PART FOUR: Focus on media and loyalty; Chapter - 15: Modelling marcom value; Chapter - 16: Media mix modelling; Chapter - 17: Overview of loyalty; Chapter - 18: Loyalty with SEM; Chapter - 19: The customer loyalty journey; Section - PART FIVE: More important topics for everyday marketing; Chapter - 20: Statistical testing; Chapter - 21: Introduction to Big Data; Chapter - 22: Conclusion - The finale; Chapter - 23: References; Chapter - 24: Further reading;