Principles of Marketing Analytics

This textbook demystifies the complex field of marketing analytics, taking readers on a journey from fundamental concepts to practical insights

Principles of Marketing Analytics covers:

• Data Collection and Measurement

• Customer Segmentation and Targeting

• Marketing Campaign Optimization

• Machine Learning for Marketing

• Forecasting future marketing trends

As well as web analytics, social marketing analytics and exploring the potential of generative AI for A/B testing and customer engagement. Learn how to implement data-driven marketing strategies through practical exercises and valuable insights. Online resources include PowerPoint slides and a guide for lecturers, and in-text features include a glossary, key learning points and real-world examples from companies such as Netflix and Airbnb. This is an introductory textbook for anyone studying marketing analytics.