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Advanced Marketing Analytics
Transform Data into Insights
Brief Description
This textbook takes readers on a journey from fundamental marketing analytics concepts to advanced marketing analytical techniques, without having to know coding. Advanced Marketing Analytics covers: No-code to low-code analytics solutions Market Basket Analysis A/B testing Understanding data for marketing analytics Preparing data for marketing analytics...
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Format: Paperback / softback
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Advanced Marketing Analytics
$9599
Unit price
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Through theory and data-driven techniques this postgraduate textbook will help advanced students turn their marketing data into practical insights.
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Description
This textbook takes readers on a journey from fundamental marketing analytics concepts to advanced marketing analytical techniques, without having to know coding.
Advanced Marketing Analytics covers:
- No-code to low-code analytics solutions
- Market Basket Analysis
- A/B testing
- Understanding data for marketing analytics
- Preparing data for marketing analytics
- Emerging trends in AI, machine learning and big data
This book covers all three areas of marketing analytics such as descriptive, predictive and prescriptive analytics, and includes software tools such as SPSS, Microsoft Excel, Rapid Miner.
It also features real-world examples from global companies, highlighting and emphasising the importance of why marketers should be more data-analytical.
In-text resources include a glossary, learning outcomes, discussion questions and further reading questions. Online resources include PowerPoint slides for lecturers, a lecturers' manual with practical exercises, and datasets.
This textbook is for postgraduates studying marketing analytics at an advanced level.
Book Details
INFORMATION
ISBN: 9781398622869
Publisher: Kogan Page Ltd
Format: Paperback / softback
Date Published: 03 March 2026
Country: United Kingdom
Imprint: Kogan Page Ltd
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Spine width: 15.0mm
Width: 170.0mm
Height: 240.0mm
Weight: 666g
Pages: 216
About the Author
Dr Nasir Salari is Head of Academic Delivery (Partnerships) at Bath Spa University, UK. Formerly Senior Lecturer in Marketing and Academic Research Lead, he has extensive teaching experience in marketing analytics, data science, and innovation adoption behaviour. His expertise lies at the intersection of marketing and data science, with a particular focus on the application of advanced analytical techniques to marketing challenges.
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