Principles of Marketing Analytics

This introductory textbook demystifies the complex field of marketing analytics, taking students on a journey from fundamental concepts to practical insights. Ideal for undergraduate students, beginning to learn marketing analytics, 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.