Principles of Marketing Analytics: Understand Data-Driven Decision-Making (Paperback) (ISBN-13: 9781398623279)

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.

Author: Ijeoma Onwumere
ISBN-10: 139862327X
ISBN-13: 9781398623279
Publisher: Kogan Page
Language: English
Published: 02/24/2026
Pages: 336
Format: Paperback