marketing sales and public relations

... Techniques For Marketing, Sales, and Customer Relationship Management Second Edition Michael J.A Berry Gordon S Linoff Data Mining Techniques For Marketing, Sales, and Customer Relationship Management ... electronic books Library of Congress Cataloging-in-Publication Data: Berry, Michael J A Data mining techniques : for marketing, sales, and customer relationship management / Michael J.A Berry, Gordon ... corporation to improve its marketing, sales, and customer support operations through a better understanding of its customers Keep in mind, however, that the data mining techniques and tools described...

Ngày tải lên: 07/04/2014, 11:16

... better models, and try again! This chapter started by recalling the drivers of the industrial revolution and the creation of large mills in England and New England These mills are now abandoned, torn ... some companies (such as Starbucks and Tupperware), public rela­ tions are not directed marketing messages Of more interest to us are advertising and direct marketing Advertising can mean anything ... cities For instance, the town of Cortland is in West­ chester county and includes the village of Croton-on-Hudson, whereas the city of Cortland is in Cortland County, in another part of the state.)...

Ngày tải lên: 14/08/2014, 11:21

... where there are fewer products and many customers have a similar mix, and the mix is often determined by product bundling and previous marketing efforts Retention and Churn Customer attrition is ... average and divide by the standard deviation to get the number of standard deviations from the average The purpose of standardizing the values is to test the null hypothesis When true, the standardized ... the mean and standard deviation The mean is the observed average (5 percent) in the sample To calculate the standard deviation, we need a formula, and statisticians have figured out the relationship...

Ngày tải lên: 14/08/2014, 11:21

... rules: Watch the game and home team wins and out with friends then beer Watch the game and home team wins and sitting at home then diet soda Watch the game and home team loses and out with friends ... previous sales) to the network so that it can learn how to calculate the sales price The training examples need two more additional features: the sales price of the home and the sales date The sales ... subtrees (some­ times called the alphas) is a candidate to be the final model Notice that all the candidates contain the root node and the largest candidate is the entire tree Decision Trees Picking...

Ngày tải lên: 14/08/2014, 11:21

... neighbor is found, and so on until the desired number are available In this case, the number of neighbors is two and the nearest ones turn out to be Shelter Island (which really is an island) way out ... instruments (most, but not all, with strings), and the seductive vocals of Laura Lynch (who also played a stand-up electric bass) At the break, the band sold and autographed a self-produced CD that ... on a scale of –5 to with indicating neutrality and null values for no opinion If there are thousands or tens of thousands of elements in the vector and each customer decides which ones to rate,...

Ngày tải lên: 14/08/2014, 11:21

... Survival is based on choosing the genomes in a random way proportional to their fitness A random number is generated between and 1, and this random number is used to determine whether a copy ... consequences in marketing are merely measured in dollars and cents Another important difference is the vol­ ume of data The largest medical studies have a few tens of thousands of par­ ticipants, and many ... percent and percent When working with smallish populations (say less than a few thousand), it might be a good idea to use statistical methods that provide Hazard Functions and Survival Analysis in Marketing...

Ngày tải lên: 14/08/2014, 11:21

... supply more bandwidth, and faster networks are generally easier to design than faster buses There are MPP-based computers with thousands of nodes and thousands of disks Both SMPs and MPPs have ... (Chapter 12) is a good candidate for understanding the duration of the relationship However, sometimes defining the end of the relationship is difficult: ■ ■ A credit card relationship may end when ... users learn about data and about the business, they are going to want changes and enhancements on the Data Warehousing, OLAP, and Data Mining time scale of marketing (days and weeks) rather than...

Ngày tải lên: 14/08/2014, 11:21

... building credit risk models and collections models, one in marketing building response models, and one in CRM building cross-sell models and voluntary churn models The advantages and disadvantages of ... churn Sales Rep Supervisor Sales Rep Supervisor Customer Sales Rep Account Sales Rep Customer ID Billing Account Contract Telephone Number Figure 17.8 The customer model is complicated and takes ... company and its brand across all channels of communication with the cus­ tomer, including retail stores, independent dealers, the Web site, the call cen­ ters, advertising, and direct marketing...

Ngày tải lên: 14/08/2014, 11:21

... will benefit from an increased understanding of its customers and mar­ ket, from better-focused marketing, from more-efficient utilization of sales resources, and from more-responsive customer support ... design for the analytic customer relationship marketing test In the end, the outbound telemarketing company simply called people from the test and control groups and asked them a series of questions ... behavior have no relationship to each other in any given month They are out of phase In fact, there is a funda­ mental difference between convenience users on the one hand and transactors and revolvers...

Ngày tải lên: 14/08/2014, 11:21

... should sales promotion decisions be made? • What are the guidelines for effective brandbuilding events and experiences? • How can companies exploit the potential of public relations and publicity? ... Press relations Product publicity Corporate communications Lobbying Counseling Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Major Tools in Marketing PR • • • • • • • Publications ... of the copy support or explain the headline and illustration? • Is the ad easy to read and follow? • Is the product easily identified? • Is the brand or sponsor clearly identified? Copyright...

Ngày tải lên: 11/07/2014, 09:20

... up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) direct marketing Answer: D Diff: Page ... product marketing objectives? A) Public relations departments are typically small divisions within corporations B) The time and costs associated with public relations can be prohibitive C) Public relations ... 108) Describe public relations and three of its main functions Answer: Public relations departments build good relations with the company's various publics by obtaining favorable publicity, building...

Ngày tải lên: 08/09/2013, 22:43

... integrated Customer Relationship Management (CRM) approach, has also added to the disparate data problems These customer service, sales force automation, call center, telesales, and marketing applications ... control components: •Cleaning and aligning data/exception handling •Summarizing data •Refreshing process and procedures TE •Transporting and loading data •Employing meta data and business rules Team-Fly® ... business like magazine sales or catalog sales, with list sales as a secondary business Depending on the type of business, they usually collect and sell names, addresses, and phone numbers, along...

Ngày tải lên: 21/06/2014, 13:20

... variables into strong predictors And every step of the way, I worked through the one-model and two-model approaches We are now ready to take our final candidate variables and create the winning model ... coefficients and create an output data set I am now ready to process my candidate variables in the final model for both Method (one-step model) and Method (two-step model) I can see from my candidate ... acqmod.model2; set acqmod.model2; if mortin1 = 'M' and mortin2 = 'N' then mortal1 = 1; else mortal1 = 0; if mortin1 in ('N', ' ') and autoind1 = ' ' and infd_ag => 40) then mortal2 = 1; else mortal2...

Ngày tải lên: 21/06/2014, 13:20

... with huge shifts in average debt and risk profiles Newer competitive industries like telecom and utilities will experience rapid shifts in market characteristics and behavior Different selection ... developed using one list source, and the main characteristics used in the model are age and gender You might think that another file with the same characteristics and selection criteria would produce ... goals is to leverage the customer relationship by selling additional products and services to our current customer base As mentioned previously, in chapter 12 I expand our case study to the level...

Ngày tải lên: 21/06/2014, 13:20

... finding and creating profitable customers is determining what drives profitability This leads to better prospecting and more successful customer relationship management You can segment and profile ... segmentation and profiling on the Internet In chapter 13, I will discuss some powerful uses for profiling, segmentation, and scoring on demand Page 205 Figure 8.10 Cluster analysis on age and income ... customers through a combination of direct Page 208 mail and telemarketing Downing's marketing director decided to purchase business names and other company information to develop a response model...

Ngày tải lên: 21/06/2014, 13:20

... ='12-Month Sales' *mean=' '*f=dollar8 bsest_s='BS Est Sales' *mean=' '*f=dollar8 lci_s ='BS Lower CI Sales' *mean=' '*f=dollar8 uci_s ='BS Upper CI Sales' *mean=' '*f=dollar8 liftf = 'Sales Lift'*mean=' ... individual and household data Response models are the most widely used and work for almost any industry From banks and insurance companies selling their products to phone companies and resorts ... chapter 9, I had th variables, response, 12-month sales, and lift for 12 -month sales Here I want two bootstrap estimates: predicted value (pred (bsest_h) and the lift (bsest_l) for highrisk The following...

Ngày tải lên: 21/06/2014, 13:20

... power-shoppers, and attritors to reactivators Modeling and Classification can also be used to support ad and site content personalization and to design and execute targeted promotions, offers and incentives ... playing field, and many of the old business models and their approaches to marketing, branding, and customers are being reinvented Now customer data from Web page views to purchase and customer ... social and economic activities to forming friendships and families, getting advice on important personal decisions, and feeling more confident and stable in our social environment Many people abandon...

Ngày tải lên: 21/06/2014, 13:20

... about sensible marketing Cut the frills and shave off the excesses Marketing in 2009 is all about being lean, streamlining and integrating wherever possible Marketing Strategist, publicity assistant ... direction, implications and consequences of such an impact have been the topic of hot discussion on many marketing blogs, web sites and industry publications recently and with good reason: it’s ... mail." Marketing Strategist, publicity assistant & social media enthusiast Mayra Ruiz-McPherson Economic Outlook for 2009 and its Impact on Marketing Budgets I www.mayraruiz.com Page of Terry and...

Ngày tải lên: 28/06/2014, 12:20

... author and entrepreneur, Breakenridge travels worldwide, speaking to corporations and associations on the changing media landscape and the integration of public relations, marketing, and social ... social media is done in public, by the public, and the dynamics that have shaped public relations in the past (media relations, interactions with opinion leaders and influencers, and of course, crisis/reputation ... Sucks, and coauthor of Marketing in the Round “I believe that any organization with strong values can succeed in social, and the book Social Media and Public Relations explains how in thoughtful (and...

Ngày tải lên: 28/06/2014, 17:20