Marketing Analytics

Book Details

• Publisher: Bloomsbury Academic India

• Author: Robert W. Palmatier

• Language: English

• Edition: 1st Edition

• ISBN: 9789356400634

• Pages: 432

• Cover: Paperback

• Dimensions: 9.4 x 6.7 x 0.9 inches

About The Book

Marketing Analytics by Robert W. Palmatier is an insightful and action-oriented guide that provides marketing professionals and students with the tools and methodologies they need to effectively apply analytics in the real world. This book is grounded in the First Principles of Marketing framework, ensuring that all techniques and models are contextualized within the core principles of marketing, making it a practical, problem-centric resource for anyone seeking to improve their marketing strategies using data-driven insights.

With a focus on digital growth and customer connections, the book helps readers navigate the complexities of marketing analytics, answering essential questions like when to use specific techniques, how each technique improves performance, and which ones are worth investing in. The book uses vivid examples and a running case study to help readers understand technical analyses without the jargon, making it accessible for both beginners and advanced learners.

The text also includes a comprehensive companion website that offers datasets, walk-through videos, and applied learning resources to support your understanding. This software-agnostic approach to marketing analytics is further enhanced by examples in free, open-source R and Tableau software, ensuring that readers can engage with the tools without needing specific software licenses.

Ideal for advanced undergraduates, postgraduates, MBA students, and professionals, Marketing Analytics is an essential resource for anyone looking to integrate evidence-based strategy into their marketing practice, driving better results and informed decision-making.