Marketing Analytics: Essential Tools for Data-Driven Decisions

by Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making. The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns. Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

312 pages, Hardcover

Published January 13, 2021

Reviews

[libby · Rating 3 out of 5]

As far as textbooks go, it’s pretty good. It’s almost entirely case study based - I didn’t hate that.