Cutting-edge marketing analytics : real world cases and data sets for hands on learning / Rajkumar Venkatesan, Bank of America Research Professor of Business Administration, Darden Graduate School of Business Administration, University of Virginia, Paul Farris, Landmark Communications Professor of Business Administration, Darden Graduate school of Business Administration, University of Virginia, Ronald T. Wilcox, Ethyl Corporation Professor of Business Administration, Darden Graduate school of Business Administration, University of Virginia.

Includes bibliographical references and index.

A resource-allocation perspective for marketing analytics -- Dunia finance LLC -- Cluster analysis for segmentation -- Segmentation at sticks kebob shop -- A practical guide to conjoint analysis -- Portland trail blazers -- Multiple regression in marketing-mix models -- Design of price and advertising elasticity models -- SVEDKA vodka -- Customer lifetime value -- Netflix: the customer strikes back -- Retail relay -- Logistic regression -- Retail relay revisited -- Designing marketing experiments -- Transformation of marketing at the Ohio art company -- Paid search advertising -- Motorcowboy: getting a foot in the door -- VinConnect, Incorporated: digital marketing strategy -- Cardagin: local mobile rewards -- Dunia finance LLC revisited -- Implementing marketing analytics.