02690nam a2200385Ii 45000010014000000030008000140050017000220060019000390070015000580080041000730200028001140200024001420400031001660500022001970720016002190720023002350800010002582450109002682640056003772640012004333000039004453360026004843370026005103380036005365000020005725040041005925201441006335880025020746500036020996500027021357000032021627760018021947760018022128560074022309781787148352UtOrBLW20251029120751.0m     o  d        cr un|||||||||171218s2017    enk     ob    001 0 eng d  a9781787148352q(e-book)  a9781787432697qePUB  aUtOrBLWbengerdacUtOrBLW 4aHF5415b.M37 2017 7aKJS2bicssc 7aBUS0430002bisacsh  a658.800aMastering market analytics :bbusiness metrics : practice and application /cedited by Robert Kozielski. 1aBingley, U.K. :bEmerald Publishing Limited,c2017. 4c�2018  a1 online resource (xvi, 426 pages)  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  aIncludes index.  aIncludes bibliographical references.  aIn Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities,  and illustrates how to avoid these mistakes. The new turbulent business environment has resulted in the decrease in effectiveness and efficiency of marketing activities, resulting in 50% of campaigns in social media remaining unnoticed by the public in 2016 alone. Response rates on emailing campaigns have dropped, one dollar invested in TV advertising generates only .32 cents of return, which all leaves the question of whether these activities are still effective in the contemporary world. What does effective marketing actually mean and which areas can be measured while assessing organizational effectiveness? Do sales and marketing benefit only the company or do they also generate value for customers? With over twenty years of experience in world markets, Kozielski takes lessons and case studies from Eastern Europe to delve into 76 indicators, divided into four groups: sales, distribution, marketing communication, and ecommerce and social media, exploring from both the strategic and operational points of view. Linking applicable descriptions of the metrics with systems of measurement for these marketing activities and results, Kozielski's work is of interest to marketing scholars and MBA students.0 aPrint version record 0aMarketingxStatistical methods. 0aCommercial statistics.1 aKozielski, Robert,eeditor.  z9781787148369  z978183867930940uhttps://www.emerald.com/insight/publication/doi/10.1108/9781787148352