A Better Way to Calculate the ROI of Your Marketing InvestmentJournal of Marketing Analytics. As we searched for ways to deliver our first editorial, we decided to learn from our experiences as researchers. After all, we seek to discover new ideas and create new pathways from which to enhance the journal, so why not begin with a qualitative exploration? The goal of the study is to gather qualitative information regarding the concepts and themes involved in and around marketing analytics. To do this, we chose to use an adapted version of netnography as our methodology, a technique which involves the study of online communities or material Kozinets As a first step in understanding the issues, conversations, and ideas surrounding marketing analytics, we began with a multiple-phase netnographic analysis.
Uplift modelling , also known as incremental modelling , true lift modelling , or net modelling is a predictive modelling technique that directly models the incremental impact of a treatment such as a direct marketing action on an individual's behaviour. Uplift modelling has applications in customer relationship management for up-sell, cross-sell and retention modelling. It has also been applied to political election and personalised medicine. Unlike the related Differential Prediction concept in psychology, Uplift Modelling assumes an active agent. Uplift modelling uses a randomised scientific control to not only measure the effectiveness of an action but also to build a predictive model that predicts the incremental response to the action.
In this chapter I present three techniques—Cluster analysis, factor analysis, and multidimensional scaling—popular with marketing researchers and consultants because they help achieve frequently encountered marketing goals. Cluster analysis is useful in finding customer segments, factor analysis is useful for survey research, and multidimensional scaling is useful in creating perceptual maps. You are not authenticated to view the full text of this chapter or article. Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
All of these situations are real, and they happen every day across corporate America.
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