Data mining and market intelligence for optimal marketing returns

1. Introduction -- 2. Marketing spending models and optimization -- 3. Metrics overview -- 4. Multi-channel campaign performance reporting and optimization -- 5. Understanding the market through marketing research -- 6. Data and statistics overview -- 7. Introduction to data mining -- 8. Audience segmentation -- 9. Data mining for customer acquisition, retention, and growth -- 10. Data mining for cross-selling and bundled marketing -- 11. Web analytics -- 12. Search marketing analytics.