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.