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Essentials of Business Analytics

Part of the book series: International Series in Operations Research & Management Science ((ISOR,volume 264))

Abstract

It is very hard to ignore the potential of analytics in bringing robust insights to the boardroom in order to make effective firm, customer, and product/brand level decisions. Advance analytics tools, available data, and allied concepts have enormous potential to help design effective business and marketing strategies. In such a context, understanding the tools and their various implications in various different contexts is essential for any manager. Indeed, the robust use of the analytics tools has helped firms increase performance in terms of sales, revenues, profits, customer satisfaction, and competition. For details of how marketing analytics can help firms increase its performance, please refer to Kumar and Sharma (2017).

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Notes

  1. 1.

    https://cmosurvey.org/2017/02/cmo-survey-marketers-to-spend-on-analytics-use-remains-elusive/ (accessed on Jul 6, 2018).

  2. 2.

    https://www.cgdev.org/sites/default/files/archive/doc/stata/MO/DEA/dea_in_stata.pdf (accessed on Jan 30, 2019).

  3. 3.

    https://www.rdocumentation.org/packages/TFDEA/versions/0.9.8.3/topics/DEA (accessed on Jan 30, 2019).

  4. 4.

    http://www.fao.org/docrep/006/Y5027E/y5027e0d.htm (accessed on Jul 6, 2018).

  5. 5.

    https://www.stata.com/manuals13/rfrontier.pdf (accessed on Jan 30, 2019).

  6. 6.

    https://www.referralcandy.com/blog/47-referral-programs/ (accessed on May 19, 2018).

  7. 7.

    https://influitive.com/blog/9-stellar-referral-program-examples/ (accessed on May 19, 2018).

  8. 8.

    Formula for computing CRV is adopted from Kumar et al. (2007).

  9. 9.

    CLV: http://www.customerlifetimevalue.co/ and CIV: https://www.mavrck.co/resources/ (accessed on Sep 15, 2018).

  10. 10.

    www.msi.org (accessed on Jul 6, 2018).

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Author information

Authors and Affiliations

  1. Indian School of Business, Hyderabad, Telangana, India

    S. Arunachalam

  2. Texas A&M University, College Station, TX, USA

    Amalesh Sharma

Authors
  1. S. Arunachalam
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  2. Amalesh Sharma
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Corresponding author

Correspondence to S. Arunachalam .

Editor information

Editors and Affiliations

  1. Applied Statistics and Computing Lab, Indian School of Business, Hyderabad, Telangana, India

    Bhimasankaram Pochiraju

  2. Gies College of Business, University of Illinois at Urbana Champaign, Champaign, IL, USA

    Sridhar Seshadri

1 Electronic Supplementary Material

Supplementary Data 1

exercise_inter.csv (Exercise 19.1) (CSV 6 kb)

Supplementary Data 2

exercise_curvilinear.csv (Exercise 19.2) (CSV 6 kb)

Supplementary Data 3

exercise_mediation.csv (Exercise 19.3) (CSV 1 kb)

ABC hospital group (Exercise 19.4)

restaurant chain data (“DEA in practice” section)

Supplementary Data 4

pizza.csv (“Conjoint Analysis Interpretation” section) (CSV 391 bytes)

product profile ratings (“Comparing product alternatives” section in conjoint analysis)

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Arunachalam, S., Sharma, A. (2019). Marketing Analytics. In: Pochiraju, B., Seshadri, S. (eds) Essentials of Business Analytics. International Series in Operations Research & Management Science, vol 264. Springer, Cham. https://doi.org/10.1007/978-3-319-68837-4_19

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