現(xiàn)今，數(shù)據(jù)成為提升營(yíng)銷效果的新的關(guān)鍵要素。營(yíng)銷數(shù)據(jù)分析作為企業(yè)一項(xiàng)非常重要的活動(dòng)，是通過(guò)特定技術(shù)獲取和分析有關(guān)市場(chǎng)的所有可用信息，以幫助設(shè)計(jì)或優(yōu)化特定的營(yíng)銷方案，提高營(yíng)銷效果的一系列活動(dòng)。本書(shū)由入選首批國(guó)家級(jí)一流本科專業(yè)建設(shè)點(diǎn)的安徽財(cái)經(jīng)大學(xué)市場(chǎng)營(yíng)銷專業(yè)李永發(fā)教授團(tuán)隊(duì)歷經(jīng)近兩年時(shí)間打磨，深入利用多個(gè)技術(shù)工具，挖掘營(yíng)銷數(shù)據(jù)背后的市場(chǎng)規(guī)律與營(yíng)銷邏輯，從而幫助學(xué)習(xí)者掌握數(shù)字經(jīng)濟(jì)時(shí)代需要的高級(jí)營(yíng)銷技能。本書(shū)展示了當(dāng)前實(shí)踐中營(yíng)銷數(shù)據(jù)分析的主要內(nèi)容、常用方法、算法與實(shí)操演示，每章都以一個(gè)實(shí)際問(wèn)題作為切入點(diǎn)，引出相關(guān)理論與算法，最終通過(guò)一個(gè)案例演示詳細(xì)的軟件解決過(guò)程。
李永發(fā)，安徽財(cái)經(jīng)大學(xué)市場(chǎng)營(yíng)銷系主任、教授、博士、碩士生導(dǎo)師。主要研究方向?yàn)椋荷虡I(yè)模式創(chuàng)新的理論與策略。主持完成國(guó)家社會(huì)科學(xué)基金項(xiàng)目1項(xiàng)，完成省級(jí)課題多項(xiàng)，在核心期刊上發(fā)表論文20余篇，出版專著2部。曾獲安徽省教學(xué)成果獎(jiǎng)一等獎(jiǎng)、安徽省教師教學(xué)創(chuàng)新大賽三等獎(jiǎng)。已開(kāi)發(fā)教學(xué)案例20余篇，其中，2018—2021年連續(xù)4次入選“全國(guó)百篇優(yōu)秀管理案例（微案例）”名單；榮獲清華大學(xué)“卓越開(kāi)發(fā)者”案例大獎(jiǎng)賽一等獎(jiǎng)1項(xiàng)，二等獎(jiǎng)1項(xiàng)，三等獎(jiǎng)6項(xiàng)。
第1 章 緒論········································1
1.1 營(yíng)銷數(shù)據(jù)分析的相關(guān)概念··············2
1.1.1 數(shù)據(jù)分析與數(shù)據(jù)挖掘···········2
1.1.2 營(yíng)銷數(shù)據(jù)與數(shù)據(jù)營(yíng)銷···········3
1.2 營(yíng)銷數(shù)據(jù)分析的應(yīng)用領(lǐng)域··············3
1.3 營(yíng)銷數(shù)據(jù)分析的方法····················5
1.3.1 基本方法··························5
1.3.2 高級(jí)方法··························6
1.4 營(yíng)銷數(shù)據(jù)分析的流程····················7
1.5 營(yíng)銷數(shù)據(jù)分析的影響····················9
本章小結(jié)······································.11
實(shí)訓(xùn)目的······································.11
思考與練習(xí)···································.11
參考資料······································.12
第2 章 基于聚類算法的價(jià)格帶分析··.13
2.1 問(wèn)題的提出·····························.14
2.1.1 價(jià)格帶分析····················.14
2.1.2 問(wèn)題設(shè)計(jì)·······················.14
2.1.3 問(wèn)題解決思路·················.15
2.2 聚類算法································.15
2.2.1 聚類算法簡(jiǎn)介·················.15
2.2.2 K 均值算法原理··············.16
2.2.3 聚類算法的分類··············.17
2.2.4 聚類算法的應(yīng)用··············.18
2.3 價(jià)格帶分析案例·······················.18
本章小結(jié)······································.24
實(shí)訓(xùn)目的······································.25
思考與練習(xí)···································.25
參考資料······································.25
第3 章 用戶畫(huà)像分析·······················.27
3.1 問(wèn)題的提出·····························.28
3.1.1 用戶畫(huà)像·······················.28
3.1.2 問(wèn)題設(shè)計(jì)·······················.30
3.1.3 問(wèn)題解決思路·················.30
3.2 用戶畫(huà)像構(gòu)建過(guò)程····················.31
3.2.1 明確營(yíng)銷需求·················.31
3.2.2 確定用戶畫(huà)像的維度和度量
指標(biāo)·····························.32
3.3 用戶畫(huà)像案例··························.35
本章小結(jié)······································.46
實(shí)訓(xùn)目的······································.47
思考與練習(xí)···································.47
參考資料······································.47
第4 章 基于ARIMA 模型的產(chǎn)品生命
周期預(yù)測(cè)······························.48
4.1 問(wèn)題的提出·····························.49
4.1.1 產(chǎn)品生命周期理論···········.49
4.1.2 問(wèn)題設(shè)計(jì)·······················.49
4.1.3 問(wèn)題解決思路·················.50
4.2 時(shí)間序列法與ARIMA 模型·········.50
4.2.1 時(shí)間序列法····················.50
4.2.2 ARIMA 模型··················.51
4.3 產(chǎn)品生命周期預(yù)測(cè)案例··············.52
本章小結(jié)······································.62
實(shí)訓(xùn)目的······································.64
思考與練習(xí)···································.64
參考資料······································.65
第5 章 基于關(guān)聯(lián)規(guī)則的購(gòu)物籃分析··.66
5.1 問(wèn)題的提出·····························.67
5.1.1 購(gòu)物籃分析····················.67
5.1.2 問(wèn)題設(shè)計(jì)·······················.67
5.1.3 問(wèn)題解決思路·················.68
5.2 關(guān)聯(lián)分析································.68
5.2.1 關(guān)聯(lián)分析步驟與關(guān)聯(lián)強(qiáng)度··.68
5.2.2 關(guān)聯(lián)分析的核心算法········.69
5.2.3 關(guān)聯(lián)分析在營(yíng)銷中的應(yīng)用··.71
5.3 購(gòu)物籃分析案例·······················.71
本章小結(jié)······································.79
實(shí)訓(xùn)目的······································.80
思考與練習(xí)···································.80
參考資料······································.80
第6 章 基于文本挖掘的消費(fèi)者情感
分析····································.81
6.1 問(wèn)題的提出·····························.82
6.1.1 商品評(píng)價(jià)中的情感···········.82
6.1.2 問(wèn)題設(shè)計(jì)·······················.82
6.1.3 問(wèn)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 文本數(shù)據(jù)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(fèi)者情感分析案例·················.85
本章小結(jié)······································.94
實(shí)訓(xùn)目的······································.96
思考與練習(xí)···································.96
參考資料······································.96
第7 章 基于PSM 的定價(jià)策略··········.97
7.1 問(wèn)題的提出·····························.98
7.1.1 定價(jià)·····························.98
7.1.2 問(wèn)題設(shè)計(jì)·······················.98
7.1.3 問(wèn)題解決思路·················.99
7.2 PSM 的原理、流程與優(yōu)缺點(diǎn)········.99
7.2.1 PSM 的原理···················.99
7.2.2 PSM 的流程···················100
7.2.3 PSM 的優(yōu)缺點(diǎn)················100
7.3 定價(jià)案例································101
本章小結(jié)······································109
實(shí)訓(xùn)目的······································110
思考與練習(xí)···································110
參考資料······································110
第8 章 基于決策樹(shù)的消費(fèi)者響應(yīng)
預(yù)測(cè)····································112
8.1 問(wèn)題的提出·····························113
8.1.1 促銷與消費(fèi)者響應(yīng)···········113
8.1.2 問(wèn)題設(shè)計(jì)·······················113
8.1.3 問(wèn)題解決思路·················114
8.2 決策樹(shù)工作原理與算法··············114
8.2.1 決策樹(shù)的工作原理···········114
8.2.2 構(gòu)建決策樹(shù)的多種算法·····115
8.3 消費(fèi)者響應(yīng)預(yù)測(cè)案例·················116
本章小結(jié)······································132
實(shí)訓(xùn)目的······································133
思考與練習(xí)···································133
參考資料······································133
第9 章 品牌推廣策略優(yōu)化················134
9.1 問(wèn)題的提出·····························135
9.1.1 品牌營(yíng)銷·······················135
9.1.2 問(wèn)題設(shè)計(jì)·······················135
9.1.3 問(wèn)題解決思路·················136
9.2 數(shù)據(jù)可視化·····························136
9.2.1 數(shù)據(jù)可視化的定義···········136
9.2.2 數(shù)據(jù)可視化的步驟···········137
9.2.3 數(shù)據(jù)可視化的呈現(xiàn)要點(diǎn)·····137
9.2.4 數(shù)據(jù)可視化的報(bào)告撰寫·····138
9.3 品牌營(yíng)銷效果分析案例··············139
本章小結(jié)······································146
實(shí)訓(xùn)目的······································147
思考與練習(xí)···································147
參考資料······································147
第10 章 客戶關(guān)系管理·····················148
10.1 問(wèn)題的提出····························149
10.1.1 客戶關(guān)系管理···············149
10.1.2 問(wèn)題設(shè)計(jì)·····················149
10.1.3 問(wèn)題解決思路···············150
10.2 客戶購(gòu)買預(yù)測(cè)·························151
10.2.1 邏輯回歸算法簡(jiǎn)介·········151
10.2.2 基于邏輯回歸算法的潛在
客戶識(shí)別案例···············153
10.3 基于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 差異化營(yíng)銷策略············173
10.4 客戶流失預(yù)測(cè)案例···················174
本章小結(jié)······································181
實(shí)訓(xùn)目的······································182
思考與練習(xí)···································182
參考資料······································182
第11 章 營(yíng)銷大數(shù)據(jù)倫理··················183
11.1 營(yíng)銷大數(shù)據(jù)中的倫理道德問(wèn)題····184
11.1.1 大數(shù)據(jù)收集中的倫理道德
問(wèn)題···························184
11.1.2 大數(shù)據(jù)處理與分析中的倫
理道德問(wèn)題··················185
11.1.3 大數(shù)據(jù)應(yīng)用中的倫理道德
問(wèn)題···························186
11.2 營(yíng)銷大數(shù)據(jù)倫理道德問(wèn)題的
危害·····································187
11.2.1 個(gè)人層面·····················187
11.2.2 企業(yè)層面·····················188
11.2.3 行業(yè)層面·····················189
11.2.4 社會(huì)層面·····················190
11.2.5 國(guó)家層面·····················191
11.3 營(yíng)銷大數(shù)據(jù)倫理道德問(wèn)題的
治理·····································192
11.3.1 完善法律規(guī)制················192
11.3.2 加強(qiáng)行業(yè)自律················193
11.3.3 加強(qiáng)技術(shù)監(jiān)控和保護(hù)·······194
11.3.4 提高個(gè)人信息安全和信息
保護(hù)意識(shí)·····················195
本章小結(jié)······································195
實(shí)訓(xùn)目的······································195
思考與練習(xí)···································196
參考資料······································196
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