Essentials of Marketing Analytics | 1st Edition

We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more. The era of Big Data has brought about huge amounts of data to review, analyze and solve. Today’s students will need to have a keen understanding of not only the right types of questions to ask but also the tools available to help answer them. This book covers both, in a comprehensive, readable and flexible manner.

Salient Features

• Two new chapters on Conjoint Analysis and Customer Life Cycle Value. 

• Emphasizes hands-on learning with case studies.

• Introduces the most popular analytics software tools, such as Tableau and Python.

• Coverage of product analytics, segmentation, place analytics etc.

• Details on the construction of different types of scales for consumer survey.

• Excellent pedagogy having Case Studies, Learning Objectives, Practitioner Corner, Discussion and Review Questions, Critical Thinking and Marketing Applications.