The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners. * Provides a dual treatment of market research and data mining * Uses a how-to approach for professionals with illustrative case studies in addition to theory * Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure.

Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today's Marketing World -- Chapter 2: Marketing Spending Models and Optimization -- Chapter 3: Metric Overview -- Chapter 4: Multi-channel Campaign Performance Reporting and Optimization -- Chapter 5: Understanding the Market through Marketing Research -- Chapter 6: Data and Statistics Overview -- Chapter 7: Introduction to Data Mining -- Chapter 8: Audience Segmentation -- Chapter 9: Data Mining for Customer Acquisition, Retention and Growth: -- Case Study #1 Direct Mail Targeting for New Customer Acquisition -- Case Study #2 Attrition Modeling for Customer Retention -- Case Study #3 Customer Growth Model -- Chapter 10: Data Mining for Cross-Selling and Bundled Marketing: -- Case Study #1 E-Commerce Cross-Sell -- Case Study #2 Online Advertising Promotions -- Chapter 11: Web Analytics -- Chapter 12: Search Marketing Analytics.

Includes bibliographical references and index.

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