Marketing Analytics

Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. <br/><br/>Authored by world-leading authorities in the field <i>Marketing Analytics</i> provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way it offers an action-oriented applied approach to managing marketing complexities and issues and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples and applied pedagogical features. The companion website offers comprehensive classroom instruction slides videos including walk throughs on all the examples and methods in the book data sets a test bank and a solution guide for instructors.