Description

Marketing Analytics offers marketing students, teachers, and professionals a practical guide to marketing decision models and marketing metrics. The book offers unified reference for various marketing analytics use cases across industries and diverse businesses, such as consumer packaged goods marketers, restaurants and hospitality, e-commerce, entertainment, etc. It provides nuances and trade-offs in using statistical/machine learning methods for various marketing decisions. It explains key marketing metrics and their use with an analytics technique. It offers common best practices of the industry with choice of methods for various decision problems.