Description
Essentials of Marketing Analytics, 1st Edition provides a comprehensive and practical introduction to the rapidly growing field of marketing analytics. Designed for undergraduate and graduate students, this textbook emphasizes that successful analytics begins not with data, but with understanding the marketing problem and asking the right business questions.
In today’s global, highly competitive, and data-driven business environment, organizations generate and collect massive amounts of information from digital platforms, social media, customer interactions, and emerging technologies. The era of Big Data has created unprecedented opportunities for businesses to gain insights, make informed decisions, and develop competitive advantages through data analysis.
This accessible and flexible textbook equips students with the analytical mindset, tools, and techniques needed to transform data into meaningful business insights. By combining marketing concepts with modern analytical methods, the book prepares future professionals to address real-world business challenges and make data-driven marketing decisions.
Key Topics Include
- Foundations of marketing analytics
- Identifying and defining marketing problems
- Asking effective business questions
- Data-driven decision-making
- Big Data and digital transformation
- Customer analytics and market insights
- Social media analytics
- Predictive analytics and machine learning
- Data visualization and storytelling
- Marketing performance measurement
- Strategic applications of analytics in business
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