| Unit 1 Introduction to Marketing Analytics {Book} | |
| Marketing Analytics | VIEW |
| Advantages and Disadvantages of Marketing Analytics | VIEW |
| Market Data Sources (Primary and Secondary) | VIEW |
| The New Realities of Marketing Decision Making Market Sizing: Data Sources | VIEW |
| Stakeholders | VIEW |
| Application and Approaches (Top-Down and Bottom-Up) | VIEW |
| PESTLE Market Analysis | VIEW |
| Porter Five Force Analysis | VIEW |
| Unit 2 Pricing Analytics {Book} | ||
| Pricing Policy and Objectives | VIEW | VIEW |
| Estimating Demand Curves: Estimating Linear and Power Demand Curves | VIEW | |
| Optimize Pricing | VIEW | |
| Incorporating | VIEW | |
| Complementary Products | VIEW | |
| Using Pricing Subjectively to Estimate Demand Curves | VIEW | |
| Pricing Multiple Products | VIEW | |
| Price Bundling and Nonlinear Pricing: Pure Bundling and Mixed Bundling | VIEW | |
| Determine Optimal Bundling Pricing | VIEW | |
| Profit Maximizing Strategy Using Nonlinear Pricing Strategies | VIEW | |
| Price Skimming and Sales | VIEW | |
| Revenue Management pricing | VIEW | |
| Markdown Pricing and Handling Uncertainty | VIEW | |
| Unit 3 Sales Forecasting {Book} | |
| Regression Model to Forecast Sales | VIEW |
| Modeling Trend | VIEW |
| Seasonality | VIEW |
| Ratio to Moving Average Forecasting Method | VIEW |
| **Conjoint Analysis as a Decompositional Preference Model | VIEW |
| **Steps in Conjoint Analysis | VIEW |
| **Uses of Conjoint Analysis | VIEW |
| Unit 4 Customer Analytics {Book} | |
| Customer Lifetime Value | VIEW |
| Measuring Customer Lifetime Value, Estimating Chance that customer is still active | VIEW |
| Using Customer Value to Value a Business | VIEW |
| Market Segmentation: | VIEW |
| Segmentation Targeting Positioning (STP) Framework | VIEW |
| Market Segmentation: Concept and Importance | VIEW |
| Managing the Segmentation Process | VIEW |
| Deriving Market Segments and Describing the Segments | VIEW |
| Cluster Analysis Market Segmentation | VIEW |
| Discriminant Analysis | VIEW |
| Targeting | VIEW |
| The Concept of Product Positioning | VIEW |
| Perceptual Mapping | VIEW |
| Unit 5 Retailing & Advertising Analysis {Book} | |
| Market Basket Analysis: | VIEW |
| Computing Two Way and Three-Way Lift Allocating Retail Space and Sale Resources | VIEW |
| Identifying the Sales to Marketing Effort Relationship and its Modeling | VIEW |
| Optimizing Sales Effort Advertising Analysis: Measuring the effectiveness of Advertising | VIEW |
| Optimizing Advertising | VIEW |
| Pay Per Click (PPC), Online Advertising | VIEW |
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