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Kathryn Surchek
and
Rajkumar Venkatesan
Topics Covered
- The marketing process
- Metrics for measuring brand assets
- Customer lifetime value
- Marketing experiments
- Regression basics
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Reading list
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Offers a comprehensive overview of web analytics, covering topics such as traffic analysis, conversion optimization, and social media analytics. It good choice for readers who want to learn more about the specific techniques used to analyze web data.
Offers a comprehensive overview of marketing analytics and data management. It covers topics such as data collection, data analysis, and data governance.
Offers a comprehensive overview of digital marketing analytics. It covers topics such as web analytics, social media analytics, and search engine marketing analytics.
Offers a practical guide to using analytics to improve marketing performance. It covers topics such as data collection, data analysis, and data visualization.
Provides a comprehensive overview of marketing analytics techniques using the Python programming language. It covers data collection, data analysis, and data visualization, and it includes many helpful examples.
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Offers a comprehensive overview of marketing analytics techniques, covering data collection, data analysis, and data visualization. It provides step-by-step instructions and real-world examples to help readers understand how to use data to improve their marketing campaigns.
Explores the psychological and emotional aspects of branding. It emphasizes the importance of creating meaningful connections with customers through storytelling and brand experiences.
Provides a historical perspective on branding and discusses the evolution of brand identity in the digital age. It is suitable for anyone interested in understanding the role of brands in society.
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Emphasizes the importance of emotional connections in branding. It provides practical strategies for creating brands that resonate with customers on an emotional level.
Challenges traditional marketing approaches and discusses the need for brands to adapt to changing consumer behavior in the digital age.
Explores the psychological principles that influence brand perception and behavior. It provides practical insights on how to use psychology to create more effective brands.
Presents 22 principles that the authors believe are essential for successful branding. It practical guide for marketers and entrepreneurs seeking to build strong brands.
Emphasizes the importance of brand positioning and provides a step-by-step process for developing a strong brand position. It classic work in the field of brand management.
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This practical guide provides a comprehensive overview of the brand-building process, from brand strategy development to brand measurement and evaluation. It is suitable for both beginners and experienced brand managers.
Provides a comprehensive guide to creating a profitable customer base through CLTV. It covers the entire customer lifecycle, from acquisition to retention to churn.
A practical guide to implementing CLTV strategies in your organization. It includes case studies, worksheets, and templates to help you get started.
A classic book on CLTV that provides a framework for understanding and managing customer relationships. It's a must-read for anyone interested in the topic.
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Provides a comprehensive overview of CLTV management. It covers the entire customer lifecycle, from acquisition to retention to churn.
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Provides a comprehensive overview of regression analysis, with a focus on applications in marketing. It covers a wide range of topics, including data preparation, model selection, and interpretation of results. The author provides numerous examples and exercises to help students learn the material.
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This book, written by the famous brand consultant David Aaker, goes through a step-by-step process of what brand relevance is and how to attain it. It is written for marketing executives and provides tactical advice on how to achieve results.
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