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Principles of Marketing Analytics
Understand Data-Driven Decision-Making
Brief Description
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...
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Principles of Marketing Analytics
$9599
Unit price
/
Unavailable
Learn how to analyse key business data and create new marketing opportunities. with this textbook for undergraduate students
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Description
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.
Book Details
INFORMATION
ISBN: 9781398623279
Publisher: Kogan Page Ltd
Format: Paperback / softback
Date Published: 03 February 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: 392
About the Author
Ijeoma Onwumere is a lecturer and academic researcher in Fashion Business and Marketing analytics at Manchester Metropolitan University, UK. Her specific area of focus lies is digital marketing, marketing analytics, service quality, sustainability and business analytics.
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