“
Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation.... The material presented in the book strikes the right balance of rigorous analysis and strategic relevance.”
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V. Kumar, Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University
“Mastery of marketing and customer analytics has become ‘table stakes’ for understanding and pleasing the customer--job one in retail. Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by reading this book.”
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Matt Kaness, Chief Strategy Officer, Urban Outfitters
“...the authors have struck the right balance of analytical sophistication and managerial relevance. The case studies provide a good opportunity for applying the analytics techniques to real problems.”
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Nino Ninov, Vice President, Strategic Research and Analysis, Rosetta Stone
This is today’s most practical guide to modern marketing analytics. Through cutting-edge case studies, you’ll learn how to connect marketing inputs to customer behavior, use predictive models to develop what-if scenarios, and effectively apply analytics to strategy and decision-making.
The authors show how to integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. For each of several key marketing challenges, they guide you through planning and performing analyses, exploring options, and using what you learn to improve marketing performance.
Each section provides all the statistical knowledge and sample data you need to conduct your own analyses, paired with real world examples showing how experts are doing it. Then, drawing on their experience with more than 100 marketing executives, the authors offer a complete blueprint for overcoming obstacles to successful implementation.
In
Cutting-Edge Marketing Analytics, three pioneering experts introduce today’s most valuable marketing analytics methods and tools and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, providing you an opportunity to apply the marketing analytics techniques for solving key problems ranging from resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy.
Each section contains technical notes that provide statistical background and case studies. All the case studies are accompanied by real data used by the protagonists to make decisions. As you practice hands on, you’ll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with your managerial sensibilities, master core statistical tools such as regression and cluster analysis, and discover how to avoid common pitfalls in experimental design.
This text will be invaluable to all marketing professionals interfacing with analytics or specializing in analytics and/or business intelligence and for all students in graduate-level courses on marketing analytics, effectiveness, or metrics.
Methods, tools, and best practices for:
- Resource allocation
- Product analytics
- Marketing mix analytics
- Customer analytics
- Digital analytics
- Effective implementation of analytics in your organization