Contents -- Foreword -- Preface -- Introduction -- Part One Overview -- 01 A (little) statistical review -- Measures of central tendency -- Measures of dispersion -- The normal distribution -- Relations among two variables: covariance and correlation -- Probability and the sampling distribution -- Conclusion -- Checklist: You'll be the smartest person in the room if you... -- 02 Brief principles of consumer behaviour and marketing strategy -- Introduction -- Consumer behaviour as the basis for marketing strategy -- Overview of consumer behaviour -- Overview of marketing strategy -- Conclusion -- Checklist: You'll be the smartest person in the room if you... -- Part Two Dependent variable techniques -- 03 Modelling dependent variable techniques (with one equation): what are the things that drive demand? -- Introduction -- Dependent equation type vs inter-relationship type statistics -- Deterministic vs probabilistic equations -- Business case -- Results applied to business case -- Modelling elasticity -- Technical notes -- Highlight: Segmentation and elasticity modell ing can maximize revenue in a retail/medical clinic chain: field test results -- Abstract -- The problem and some background -- Description of the data set -- First: segmentation -- Then: elasticity modelling -- Last: test vs control -- Discussion -- Conclusion -- Checklist: You'll be the smartest person in the room if you... -- 04 Who is most likely to buy and how do I target? -- Introduction -- Conceptual notes -- Business case -- Results applied to the model -- Lift charts -- Using the model - collinearity overview -- Variable diagnostics -- Highlight: Using logistic regression for market basket analysis -- Abstract -- What is a market basket? -- Logistic regression -- How to estimate/predict the market basket -- Conclusion.

Checklist: You'll be the smartest person in the room if you... -- 05 When are my customers most likely to buy? -- Introduction -- Conceptual overview of survival analysis -- Business case -- More about survival analysis -- Model output and interpretation -- Conclusion -- Highlight: Lifetime value:how predictive analysis is superior to descriptive analysis -- Abstract -- Descriptive analysis -- Predictive analysis -- An example -- Checklist: You'll be the smartest person in the room if you -- 06 Modelling dependent variable techniques (with more than one equation) -- Introduction -- What are simultaneous equations? -- Why go to the trouble of using simultaneous equations? -- Desirable properties of estimators -- Business case -- Conclusion -- Checklist: You'll be the smartest person in the room if you... -- Part Three Inter-relationship techniques -- 07 Modelling inter-relationship techniques -- Introduction -- Introduction to segmentation -- What is segmentation? What is a segment? -- Why segment? Strategic uses of segmentation -- The four Ps of strategic marketing -- Criteria for actionable segmentation -- A priori or not? -- Conceptual process -- Checklist: You'll be the smartest person in the room if you... -- 08 Segmentation: tools and techniques -- Overview -- Metrics of successful segmentation -- General analytic techniques -- Business case -- Analytics -- Comments/details on individual segments -- K-means compared to LCA -- Highlight: Why go beyond RF M? -- Abstract -- What is RFM? -- What is behavioural segmentation? -- What does behavioural segmentation provide that RFM does not? -- Conclusion -- Segmentation techniques -- Checklist: You'll be the smartest person in the room if you... -- Part Four Other -- 09 Marketing research -- Introduction -- How is survey data different than database data? -- Missing value imputation.

Combating respondent fatigue -- A far too brief account of conjoint analysis -- Structural equation modelling (SEM) -- Checklist: You'll be the smartest person in the room if you... -- 10 Statistical testing -- Everyone wants to test -- Sample size equation: use the lift measure -- A/B testing and full factorial differences -- Business case -- Checklist: You'll be the smartest person in the room if you... -- Part Five Capstone -- 11 Capstone: focusing on digital analytics -- Introduction -- Modelling engagement -- Business case -- Model conception -- How do I model multiple channels? -- Conclusion -- Part Six Conclusion -- 12 The finale: what should you take away from this? Any other stories/soap box rants? -- What things have I learned that I'd like to pass on to you? -- What other things should you take away from all this? -- Glossary -- Bibliography and further reading -- Index.