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Advanced Database Marketing: Innovative Methodologies and Applications for Managing Customer Relationships [Kietas viršelis]

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  • Formatas: Hardback, 352 pages, aukštis x plotis: 246x174 mm, weight: 861 g
  • Išleidimo metai: 24-May-2013
  • Leidėjas: Routledge
  • ISBN-10: 1409444619
  • ISBN-13: 9781409444619
Kitos knygos pagal šią temą:
Advanced Database Marketing: Innovative Methodologies and Applications for Managing Customer RelationshipsDidesnis paveikslėlis
  • Formatas: Hardback, 352 pages, aukštis x plotis: 246x174 mm, weight: 861 g
  • Išleidimo metai: 24-May-2013
  • Leidėjas: Routledge
  • ISBN-10: 1409444619
  • ISBN-13: 9781409444619
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781409444619.html
Raktažodžiai:
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.

Recenzijos

'This is a great book for masters or doctoral students, academics and practitioners interested in learning the cutting-edge knowledge in database marketing. It provides a comprehensive coverage on the recent advances in the methods and applications in the area. The topics are interesting, relevant and managerially useful.' Shibo Li, Indiana University, USA This is an excellent contribution to current knowledge on database marketing, an essential dynamic field that demands continuous learning from marketers. The book covers state-of-the-art approaches in classical database marketing areas, yet also in emerging areas such as mobile, social media and Internet advertising. It is highly recommend for quantitative consultants, market researchers and managers as well as academic researchers in this field. Barak Libai, Arison School of Business, Interdisciplinary Center (IDC) , Israel Database marketing has a long history, but it is rapidly evolving in new directions. This book has all the important new content: Internet and web, mobile, social, etc. It's a fantastic source of up-to-date knowledge for both students and practitioners. Thomas H. Davenport, Harvard Business School, USA and co-founder and Director of Research, International Institute for Analytics In a time where Big Data - the analysis of large datasets - has been frequently named as the main source of competitive advantage in future, this book is an essential reading for researchers and managers alike. It provides an excellent in-depth overview of methods and exemplary applications illustrating the potential of generating insights from large-scale databases. Michael Haenlein, Professor of Marketing, ESCP Europe WOW! As a 20-year practitioner of database marketing, I found this book to be packed full of practical applications on a wide range of topics within a theoretical framework. An astonishingly rich resource for anyone with intentions to increase lifetime value of the customer, no

List of Figures ix
List of Tables xi
About the Editors xiii
List of Contributors xv
Preface xvii
Introduction 1(10)
1 The Brave New World of Database Marketing
1(1)
2 Book Contents
2(5)
References
7(4)
Part I Methods
Chapter 1 Data Preprocessing in Database Marketing: Tasks, Techniques, and Why They Matter
11(30)
Stefan Lessmann
1 Introduction
11(2)
2 The Process of Knowledge Discovery from Databases
13(1)
3 The Tasks and Techniques of Data Preprocessing
14(15)
4 Predicting Households' Income Level: The Effect of Data Projection on Forecasting Accuracy
29(5)
5 Conclusions
34(1)
References
35(6)
Chapter 2 Textual Customer Data Handling for Quantitative Marketing Analytics
41(26)
Kristof Coussement
Koen W. De Bock
1 Introduction
41(1)
2 The Unpopularity of Textual Data Analysis
42(1)
3 Text Mining: The Process
42(16)
4 Software
58(1)
5 Conclusion and Directions for Further Research
58(1)
Appendix 1: 10 Hotel Le Palais in Prague Reviews Randomly Scraped from TripAdvisor
59(2)
Appendix 2: Term-by-document Matrix
61(3)
References
64(3)
Chapter 3 Bayesian Networks and Applications in Direct Marketing
67(30)
Yuan Yuan Guo
Man Leung Wong
1 Introduction
67(2)
2 Bayesian Networks
69(5)
3 Bayesian Network Classifiers
74(6)
4 Learning Bayesian Networks from Incomplete Databases
80(2)
5 Direct Marketing Modeling
82(2)
6 The Evolutionary Bayesian Network (EBN) Algorithm
84(1)
7 Application in Direct Marketing Modeling
84(8)
8 Conclusion
92(1)
Acknowledgments
92(1)
References
92(5)
Chapter 4 Quantile Regression for Database Marketing: Methods and Applications
97(20)
Dries F. Benoit
Dirk Van den Poel
1 Introduction
97(1)
2 Methodological Background
98(5)
3 Case Studies
103(11)
4 Summary
114(1)
References
114(3)
Chapter 5 Ensemble Learning in Database Marketing
117(28)
Koen W. De Bock
Kristof Coussement
1 Introduction
117(2)
2 Basics of Ensemble Learning
119(5)
3 Algorithms
124(7)
4 Applications in Database Marketing
131(3)
5 Advanced Topics
134(5)
6 Software
139(1)
7 Summary
139(1)
References
140(5)
Chapter 6 Advanced Rule-based Learning: Active Learning, Rule Extraction, and Incorporating Domain Knowledge
145(22)
Thomas Verbraken
Veronique Van Vlasselaer
Wouter Verbeke
David Martens
Bart Baesens
1 Introduction
145(1)
2 Rule Extraction
146(2)
3 Decompositional Rule Extraction from Artificial Neural Networks
148(5)
4 Decompositional Rule Extraction from Support Vector Machines
153(3)
5 Pedagogical Rule Extraction Algorithms
156(2)
6 Visualizing the Extracted Rule Sets Using Decision Tables
158(2)
7 Case Study: Rule Extraction for Customer Churn Prediction
160(2)
8 Conclusion
162(1)
References
162(5)
Part II Applications
Chapter 7 Hybrid Models for Recommender Systems
167(22)
Asim Ansari
1 Introduction
167(5)
2 Hybrid Latent Factor Models
172(5)
3 Model Extensions
177(5)
4 Estimation Methodologies and Issues
182(1)
5 Item Selection Model
183(1)
6 Conclusions
184(1)
References
185(4)
Chapter 8 Marketing in the New Mobile Economy
189(20)
Anindya Ghose
Sang-Pil Han
1 Introduction
189(2)
2 Mobile Web and Apps
191(4)
3 Mobile Social Media and Social Network
195(3)
4 Location-based Services: The Impact of Real-time Geography on User Browsing and Purchase Behaviors
198(1)
5 Mobile Commerce
199(3)
6 Conclusion
202(1)
References
203(6)
Chapter 9 Targeting Display Advertising
209(20)
Wendy W. Moe
1 Introduction
209(1)
2 Measuring the Effectiveness of Online Display Advertising
210(6)
3 Targeting Strategies
216(8)
4 Risks of Targeting Display Ads
224(1)
5 Future Research
225(1)
References
226(3)
Chapter 10 Paid Search Advertising
229(18)
Oliver J. Rutz
Randolph E. Bucklin
1 Introduction
229(3)
2 A Short-term Perspective - Paid Search as a Direct Marketing Tool
232(4)
3 A Long-term Perspective - Indirect Effects of Paid Search
236(4)
4 Beyond Keywords
240(1)
5 Emerging Topics
241(1)
6 Conclusion
242(1)
References
243(4)
Chapter 11 Social Media Management
247(18)
Dina Mayzlin
1 Introduction
247(1)
2 The "Why" and "What?" of Social Media
248(2)
3 Social Media Metrics and Data Collection
250(3)
4 The Firm's Management of Social Interactions (and Social Media)
253(9)
References
262(3)
Chapter 12 Dynamic Customer Optimization Models
265(22)
Scott A. Neslin
1 Introduction
265(1)
2 The Impetus for Dynamic Customer Optimization
265(3)
3 The Elements of Dynamic Customer Optimization
268(3)
4 The Development of the Dynamic Customer Optimization Field
271(3)
5 Applications
274(9)
6 Summary, Key Challenges, and Future Research
283(1)
References
284(3)
Chapter 13 Direct Marketing in the Non-profit Sector
287(16)
Griet Verhaert
1 Introduction
287(1)
2 Different Aspects of the Donor Lifecycle
288(3)
3 Multi-channel Approach
291(2)
4 Database and Methods to Optimize Direct Marketing in Fundraising
293(5)
5 Campaign Evaluation
298(2)
6 Conclusion, Challenges, and Opportunities for the Future
300(1)
References
300(3)
Index 303
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).