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Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning

Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox · ISBN 9780133552522
Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning | Zookal Textbooks | Zookal Textbooks
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Publisher Pearson Education Heg USA
Author(s) Rajkumar Venkatesan / Paul Farris / Ronald T. Wilcox
Edition 1
Published 30th June 2014
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Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics.



For each marketing problem, the authors help you:

  • Identify the right data and analytics techniques

  • Conduct the analysis and obtain insights from it

  • Outline what-if scenarios and define optimal solutions

  • Connect your insights to strategic decision-making


Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of:

  • The real value of marketing analytics

  • How to integrate quantitative analysis with managerial sensibility

  • How to apply linear regression, logistic regression, cluster analysis, and Anova models

  • The crucial role of careful experimental design

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