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

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Cutting Edge Marketing Analytics Real World Cases and Data Sets for Hands On Learning by Venkatesan, Rajkumar; Farris, Paul; Wilcox, Ronald T., 9780133552522
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
  • ISBN: 9780133552522 | 0133552527
  • Cover: Hardcover
  • Copyright: 6/30/2014
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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

For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

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