Handbook of marketing analytics : Methods and applications in marketing management, public policy, and litigation support

Shows analytical marketing methods and their high-impact real-life applications in marketing management, Public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, While 22 case studies present thorough examples of the use of each method. Multidisciplinary in scope, This handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as : Classical and bayesian econometrics, Causality, Machine learning, Optimization, And recent advancements in conjoint analysis.