About the book

Marketing Analytics offers marketing students, teachers, and professionals a practical guide to marketing decision models and marketing metrics. The book offers unified reference for various marketing analytics use cases across industries and diverse businesses, such as consumer packaged goods marketers, restaurants and hospitality, e-commerce, entertainment, etc. It provides nuances and trade-offs in using statistical/machine learning methods for various marketing decisions. It explains key marketing metrics and their use with an analytics technique. It offers common best practices of the industry with choice of methods for various decision problems.

Contents:

Chapter 1 Introduction

Chapter 2 Segmentation

Chapter 3 Positioning

Chapter 4 Product Analytics

Chapter 5 Pricing

Chapter 6 Marketing Mix

Chapter 7 Customer Journey

Chapter 8 Nurturing Customers

Chapter 9 Customer Analytics

Chapter 10 Digital Analytics: Metrics and Measurement

Chapter 11 Artificial Intelligence and Machine Learning

Chapter 12 Data Visualization