Marketing Intelligence Volume 2

<p><strong>Unlock the full potential of data in shaping innovative and effective strategies with this second installment of a three-volume series. Transform your marketing data into confident decision-ready models that finally show you what's working and where to invest next.</strong></p><p></p><p>Journey step by step from we have a lot of data to we have a clear plan. Start by nailing the real marketing problem you're trying to solve then move through descriptive analytics diagnostic analytics and data preparation so your dashboards reports and SQL/Excel/Python work actually line up with the questions the business is asking. Along the way you'll see how brands like Starbucks Amazon and modern e-commerce retailers use data storytelling segmentation and attribution to turn scattered metrics into sharp customer insights and smarter campaign decisions.</p><p></p><p>Next the book dives into the core models every modern marketer needs: regression and correlation for understanding relationships between ad spend pricing and sales; clustering for customer segmentation; attribution models that give search social email and offline channels proper credit; and predictive analytics that estimate churn conversion and lifetime value before they happen. See how to structure your datasets engineer features handle bias split training and test sets and avoid overfitting so your machine learning and marketing analytics hold up in the real world.</p><p></p><p>Finally get a practical tour of marketing mix modeling (MMM) and time-series forecasting showing how to quantify the impact of TV paid search social retail promotions and email on revenue and profit. Clear examples mini-cases and visuals illustrate how to build scenarios reallocate budgets forecast demand and connect your marketing mix models to inventory planning pricing strategy and brand growth. Whether you work primarily in spreadsheets BI tools like Power BI or coding environments like Python you'll find concrete starting points you can lift straight into your own workflow.</p><p></p><p>By the time you'll reach the last page you'll have a toolkit for segmentation attribution predictive modeling marketing mix modeling forecasting and model evaluation that fits together into one coherent system for data-driven marketing. More importantly you'll know how to turn those models into decisions people actually follow and be able to bridge the gap between marketing analytics marketing strategy and real business impact setting you up perfectly for Volume 3's focus on delivering strategic enterprise-wide influence.</p>