營銷數據分析

第1章 緒論········································1
1.1 行銷資料分析的相關概念··············2
1.1.1 資料分析與資料採擷···········2
1.1.2 行銷資料與資料行銷···········3
1.2 行銷資料分析的應用領域··············3
1.3 行銷資料分析的方法····················5
1.3.1 基本方法··························5
1.3.2 方法··························6
1.4 行銷資料分析的流程····················7
1.5 行銷資料分析的影響····················9
本章小結······································.11
實訓目的······································.11
思考與練習···································.11
參考資料······································.12
第2章 基於聚類演算法的價格帶分析··.13
2.1 問題的提出·····························.14
2.1.1 價格帶分析····················.14
2.1.2 問題設計·······················.14
2.1.3 問題解決思路·················.15
2.2 聚類演算法································.15
2.2.1 聚類演算法簡介·················.15
2.2.2 K 均值演算法原理··············.16
2.2.3 聚類演算法的分類··············.17
2.2.4 聚類演算法的應用··············.18
2.3 價格帶分析案例·······················.18
本章小結······································.24
實訓目的······································.25
思考與練習···································.25
參考資料······································.25
第3章 用戶畫像分析·······················.27
3.1 問題的提出·····························.28
3.1.1 用戶畫像·······················.28
3.1.2 問題設計·······················.30
3.1.3 問題解決思路·················.30
3.2 用戶畫像構建過程····················.31
3.2.1 明確行銷需求·················.31
3.2.2 確定用戶畫像的維度和度量
指標·····························.32
3.3 用戶畫像案例··························.35
本章小結······································.46
實訓目的······································.47
思考與練習···································.47
參考資料······································.47
第4章 基於ARIMA 模型的產品生命
週期預測······························.48
4.1 問題的提出·····························.49
4.1.1 產品生命週期理論···········.49
4.1.2 問題設計·······················.49
4.1.3 問題解決思路·················.50
4.2 時間序列法與ARIMA 模型·········.50
4.2.1 時間序列法····················.50
4.2.2 ARIMA 模型··················.51
4.3 產品生命週期預測案例··············.52
本章小結······································.62
實訓目的······································.64
思考與練習···································.64
參考資料······································.65
第5章 基於關聯規則的購物籃分析··.66
5.1 問題的提出·····························.67
5.1.1 購物籃分析····················.67
5.1.2 問題設計·······················.67
5.1.3 問題解決思路·················.68
5.2 關聯分析································.68
5.2.1 關聯分析步驟與關聯強度··.68
5.2.2 關聯分析的核心演算法········.69
5.2.3 關聯分析在行銷中的應用··.71
5.3 購物籃分析案例·······················.71
本章小結······································.79
實訓目的······································.80
思考與練習···································.80
參考資料······································.80
第6章 基於文本挖掘的消費者情感
分析····································.81
6.1 問題的提出·····························.82
6.1.1 商品評價中的情感···········.82
6.1.2 問題設計·······················.82
6.1.3 問題解決思路·················.82
6.2 文本分析法·····························.83
6.2.1 文本分析原理·················.83
6.2.2 文本資料的分析類型與一般流程······.84
6.2.3 文本情感分析的三種方法··.84
6.3 消費者情感分析案例·················.85
本章小結······································.94
實訓目的······································.96
思考與練習···································.96
參考資料······································.96
第7章 基於PSM 的定價策略··········.97
7.1 問題的提出·····························.98
7.1.1 定價·····························.98
7.1.2 問題設計·······················.98
7.1.3 問題解決思路·················.99
7.2 PSM 的原理、流程與優缺點········.99
7.2.1 PSM 的原理···················.99
7.2.2 PSM 的流程···················100
7.2.3 PSM 的優缺點················100
7.3 定價案例································101
本章小結······································109
實訓目的······································110
思考與練習···································110
參考資料······································110
第8章 基於決策樹的消費者回應
預測····································112
8.1 問題的提出·····························113
8.1.1 促銷與消費者回應···········113
8.1.2 問題設計·······················113
8.1.3 問題解決思路·················114
8.2 決策樹工作原理與演算法··············114
8.2.1 決策樹的工作原理···········114
8.2.2 構建決策樹的多種演算法·····115
8.3 消費者回應預測案例·················116
本章小結······································132
實訓目的······································133
思考與練習···································133
參考資料······································133
第9章 品牌推廣策略優化················134
9.1 問題的提出·····························135
9.1.1 品牌行銷·······················135
9.1.2 問題設計·······················135
9.1.3 問題解決思路·················136
9.2 數據視覺化·····························136
9.2.1 資料視覺化的定義···········136
9.2.2 資料視覺化的步驟···········137
9.2.3 資料視覺化的呈現要點·····137
9.2.4 資料視覺化的報告撰寫·····138
9.3 品牌行銷效果分析案例··············139
本章小結······································146
實訓目的······································147
思考與練習···································147
參考資料······································147
第10 章 客戶關係管理·····················148
10.1 問題的提出····························149
10.1.1 客戶關係管理···············149
10.1.2 問題設計·····················149
10.1.3 問題解決思路···············150
10.2 客戶購買預測·························151
10.2.1 邏輯回歸演算法簡介·········151
10.2.2 基於邏輯回歸演算法的潛在客戶識別案例···············153
10.3 基於RFM 模型的客戶分類········164
10.3.1 RFM 模型····················164
10.3.2 客戶分類案例···············166
10.3.3 差異化行銷策略············173
10.4 客戶流失預測案例···················174
本章小結······································181
實訓目的······································182
思考與練習···································182
參考資料······································182
第11章 行銷大數據倫理··················183
11.1 行銷大資料中的倫理道德問題····184
11.1.1 大資料收集中的倫理道德問題···························184
11.1.2 大資料處理與分析中的倫理道德問題··················185
11.1.3 大資料應用中的倫理道問題···························186
11.2 行銷大資料倫理道德問題的危害·····································187
11.2.1 個人層面·····················187
11.2.2 企業層面·····················188
11.2.3 行業層面·····················189
11.2.4 社會層面·····················190
11.2.5 國家層面·····················191
11.3 行銷大資料倫理道德問題的治理·····································192
11.3.1 完善法律規制················192
11.3.2 加強行業自律················193
11.3.3 加強技術監控和保護·······194
11.3.4 提高個人資訊安全和資訊保護意識·····················195
本章小結······································195
實訓目的······································195
思考與練習···································196
參考資料······································196

李永發，安徽財經大學市場行銷系主任、教授、博士、碩士生導師。主要研究方向為：商業模式創新的理論與策略。主持完成國家社會科學基金項目1項，完成省級課題多項，在核心期刊上發表論文20餘篇，出版專著2部。曾獲安徽省教學成果獎一等獎、安徽省教師教學創新大賽三等獎。已開發教學案例20餘篇，其中，2018—2021年連續4次入選“ 百篇 管理案例（微案例）”名單；榮獲清華大學“ ”案例大獎賽一等獎1項，二等獎1項，三等獎6項。