Advanced Database Marketing: Innovative Methodologies and Applications for Managing Customer Relationships

Voorkant
Asst Prof Koen W De Bock, Professor Kristof Coussement, Professor Scott A Neslin
Gower Publishing, Ltd., 28 jul 2013 - 348 pagina's

While the definition of database marketing hasn’t changed, its meaning has become more vivid, versatile and exciting than ever before. Advanced Database Marketing provides a state-of-the-art guide to the methods and applications that define this new era in database marketing, including advances in areas such as text mining, recommendation systems, internet marketing, and dynamic customer management.

An impressive list of contributors including many of the thought-leaders in database marketing from across the world bring together chapters that combine the best academic research and business applications. The result is a definitive guide and reference for marketing and brand analysts, masters students, teachers and researchers in marketing analytics.

The proliferation of marketing platforms and channels and the complexity of customer interactions create an urgent need for a multidisciplinary and analytical toolkit. Advanced Database Marketing is a resource to enable marketers to achieve insights and increased financial performance; to provide them with the capability to implement and evaluate approaches to marketing that will meet, in equal measure, the changing needs of customers and the businesses that serve them.

 

Inhoudsopgave

List ofFigures
5Future Research
About theEditors
Introduction
Introduction 2A Shortterm Perspective Paid Search as
PART IMETHODS
5Emerging Topics
Introduction 2The Unpopularity ofTextual Data Analysis
2Basicsof Ensemble Learning
5Advanced Topics
6Software
Active
Hybrid Models for Recommender Systems
Introduction 2Hybrid Latent Factor Models
Marketing in the New Mobile Economy
The Impact of Real

4Software 5Conclusion and Directions for Further Research
Bayesian Networks and Applicationsin Direct
Introduction
1Introduction
Algorithm 7Application in Direct Marketing Modeling
timeGeography onUser Browsing and PurchaseBehaviors 5Mobile Commerce
Targeting Display Advertising
Dynamic Customer Optimization Models
Index

Overige edities - Alles bekijken

Advanced Database Marketing: Innovative Methodologies and Applications for ...
Koen W. De Bock
Gedeeltelijke weergave - 2016
Advanced Database Marketing: Innovative Methodologies and Applications for ...
Koen W. De Bock
Gedeeltelijke weergave - 2016
Advanced Database Marketing: Innovative Methodologies and Applications for ...
Kristof Coussement,Koen W. de Bock,Scott A. Neslin
Geen voorbeeld beschikbaar - 2013

Veelvoorkomende woorden en zinsdelen

accuracy AdaBoost analysis andthe approach attributes Bagging Bayesian classifier Bayesian network Bayesian network classifier behavior binary Boosting canbe chapter collaborative filtering computing Conference consumer Coussement customer lifetime value data mining data preprocessing data set database marketing decile decision direct marketing distribution effects ensemble learning ensemble members estimate etal evaluation example feature selection forexample Friedman function Ghose interactions Internet inthe Journal of Marketing Journalof keywords learners logistic Machine Learning Management Marketing Research Marketing Science metrics missing values mobile naïve Bayesian classifier network structure neural networks node numberof ofthe onthe optimal paid search parameters percent Poel prediction methods predictive modeling predictive performance problem quantile regression Random Forests ratings recommender systems regression model relationship rule extraction sampling score search advertising social media statistical strategies suchas support vector machines Table target techniques text mining thatthe tothe variables withthe

Over de auteur (2013)

Kristof Coussement is Associate Professor of Marketing at IESEG School of Management, France, where he teaches courses including customer relationship management and data mining. Kristof is a founder of the Belgian Association for Quantitative & Qualitative Marketing Research, BAQMaR.

Koen W. De Bock is Assistant Professor of Marketing at IESEG School of Management, France, where he teaches courses on Internet marketing. He is visiting lecturer at the University of Stellenbosch Business School, South Africa.

Scott A. Neslin is the Albert Wesley Frey Professor of Marketing at the Amos Tuck School of Business Administration, Dartmouth College. He has been at the Tuck School since completing his Ph.D. in 1978 at the Sloan School of Management, MIT. He has served as a Visiting Scholar at the School of Management, Yale University (1989-1990), the Teradata/Duke CRM Center located at the Fuqua School of Management, Duke University (2002), and Columbia Business School (2009-2010).

Stefan Lessman, Kristof Coussement, Koen W. De Bock, Yuan Yuan Guo, Man Leung Wong, Dries F. Benoit, Dirk Van den Poel, Thomas Verbraken, Véronique Van Vlasselaer, Wouter Verbeke, David Martens, Bart Baesens, Asim Ansari, Anindya Ghose, Sang-Pil Han, Wendy W. Moe, Oliver J. Rutz, Randolph E. Bucklin, Dina Mayzlin, Scott A. Neslin, Griet Verhaert.

Bibliografische gegevens

TitelAdvanced Database Marketing: Innovative Methodologies and Applications for Managing Customer Relationships
BusinessPro collection
RedacteursAsst Prof Koen W De Bock, Professor Kristof Coussement, Professor Scott A Neslin
UitgeverGower Publishing, Ltd., 2013
ISBN1409473554, 9781409473558
Lengte348 pagina's
  
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