20 Best Books On Marketing Analytics (2023 Update)

Marketing analytics: strategic models and metrics offers marketing students and professionals a practical guide to strategic decision models and marketing metrics. the tools described in the book will aid marketers in making intelligent decisions to drive revenue and results in their organizations. the book contains a wealth of information on marketing analytics: almost 500 pages of text, covering a wide variety of decision models and metrics nearly 400 figures, including diagrams, tables, and charts step-by-step instructions on market segmentation, conjoint analysis, and other techniques current examples demonstrating how organizations are applying models and metrics the list of chapters below includes a sample of the topics: chapter 1. introduction – introduction to marketing analytics chapter 2. market insight – market sizing and trend analysis chapter 3. market segmentation – segment identification, analysis, and strategy chapter 4. competitive analysis – competitor identification, analysis, and strategy chapter 5. business strategy – analytics-based strategy selection chapter 6. business operations – forecasting, predictive analytics, and data mining chapter 7. product and service analytics – conjoint analysis and product/service metrics chapter 8. price analytics – pricing techniques and assessment chapter 9. distribution analytics – analytics-based channel evaluation and selection chapter 10. promotion analytics – promotion budget estimation and allocation chapter 11. sales analytics – metrics for sales, profitability, and support chapter 12. analytics in action – pivot tables and data-driven presentations edition: first edition, version 1.1, introduced november 2013. revision 1.1 incorporates minor corrections and edits. it retains the same layout as the original release (first edition, version 1.0).

This expert book offers the perfect solution. written by data analysis expert wayne l. winston, this practical resource shows you how to tap a simple and cost-effective tool, microsoft excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results. practical exercises in each chapter help you apply and reinforce techniques as you learn.

Who is most likely to buy and what is the best way to target them? how can businesses improve strategy without identifying the key influencing factors? the second edition of marketing analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. by exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. from targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. the fully revised second edition of marketing analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. all of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

From kevin hartman, director of analytics at google, comes an essential guide for anyone seeking to collect, analyze, and visualize data in today's digital world (printed in brilliant full color). even if you know nothing about digital marketing analytics, digital marketing analytics knows plenty about you. it's a fundamental, inescapable, and permanent cornerstone of modern business that affects the lives of analytics professionals and consumers in equal measure. this five-part book is an attempt to provide the context, perspective, and information needed to make analytics accessible to people who understand its reach and relevance and want to learn more. – part 1: the day the geeks took over – the ubiquity of data analytics today isn't just a product of the past half-century's transformative and revolutionary changes in commerce and technology. humanity has been developing, analyzing, and using data for millennia. understanding where digital marketing analytics is now and where it will be in five, 10, or 50 years requires a holistic and historical view of our relationship and interaction with data. part 1 looks at modern analysts and analytics in the context of its distinct historical epochs, each one containing major inflection points and laying a foundation for future advancements in the art + science that is modern data analytics. – part 2: consumer/brand relationships – the methods that brands use to build relationships with consumers – online video, search, display ads, and social media – give analysts a wealth of data about behaviors on these platforms. knowing how to assess successful consumer/brand relationships and understanding a consumer's purchase journey requires a useable framework for parsing this data. – part 3: the science of analytics – part 3 focuses on understanding digital data creation, how brands use that data to measure digital marketing effectiveness, and the tools and skill sets analysts need to work effectively with data. part 3 also provides a useful framework for evaluating data analysis and visualization tools and explains the critical importance of digital marketing maturity to analysts and the companies for which they work. – part 4: the art of analytics – every analyst dreams of coming up with the "big idea" – the game-changing and previously unseen insight or approach that gives their organization a competitive advantage and their career a huge boost. but dreaming won't get you there. it requires a thoughtful and disciplined approach to analysis projects. in this part of the book, i detail the four elements of the marketing analytics process (map): plan, collect, analyze, report. part 4 also explains the role of the analyst, the six mutually exclusive and collectively exhaustive ("mece") marketing objectives, how to find context and patterns in collected data, and how to avoid the pitfalls of bias. – part 5: storytelling with data i outline the key characteristics of good visuals and the minutiae of chart design and provide a five-step process for analysts to follow when they're on their feet and presenting to an audience.

This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. it is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. the author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. the book's experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box. filled with engaging, interactive exercises, and interesting insights from an industry expert, this book will appeal to students of digital marketing, online marketing, and analytics. a companion website features an instructor's manual, test bank, and powerpoint slides.

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.

Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. authored by world-leading authorities in the field, marketing analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. it offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'first principles of marketing'. in this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. it is supported by vivid international cases and examples, and applied pedagogical features. the companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.

Digital transformation has created a widening gap between what the ceo and business expect marketing to do and what the cmo and the marketing organization actually deliver. the key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the age of analytics. miller and lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. the book includes a self-assessment which will help to place your organization on the data-first marketing maturity model and serve as a guide for which steps you might need to focus on to complete your own transformation. marketing staffers can pick up practical tips for incorporating data in their daily tasks using the data-first marketing campaign framework. and ceos or anyone in the c-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.

Named best marketing book of 2011 by the american marketing association how organizations can deliver significant performance gains through strategic investment in marketing in the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and internet marketing. based on new research from the kellogg school of management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. explains how to use data-driven marketing to deliver return on marketing investment (romi) in any organization in-depth discussion of the fifteen key metrics every marketer should know based on original research from america's leading marketing business school, complemented by experience teaching romi to executives at microsoft, dupont, nisan, philips, sony and many other firms uses data from a rigorous survey on strategic marketing performance management of 252 fortune 1000 firms, capturing $53 billion of annual marketing spending in-depth examples of how to apply the principles in small and large organizations free downloadable romi templates for all examples given in the book with every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

You have more information at hand about your business environment than ever before. but are you using it to "out-think" your rivals? if not, you may be missing out on a potent competitive tool. harris argue that the frontier for using data to make decisions has shifted dramatically. certain high-performing enterprises are now building their competitive strategies around data-driven insights that in turn generate impressive business results. their secret weapon? analytics: sophisticated quantitative and statistical analysis and predictive modeling. a wealth of examples–from organizations as diverse as amazon, barclay's, capital one, harrah's, procter & gamble, wachovia, and the boston red sox–illuminate how to leverage the power of analytics.

How to lead the change analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed to leading interactions with it, finance, and sales and creating a unified view of the customer. the analytical marketer provides critical insight into the changing marketing organization–digital, agile, and analytical–and the tools for reinventing it. written by the head of global marketing for sas, the analytical marketer is based on the author's firsthand experience of transforming a marketing organization from "art" to "art and science." challenged and inspired by their company's own analytics products, the sas marketing team was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. key marketers and managers at sas tell their stories alongside the author's candid lessons learned as she led the marketing organization's transformation. with additional examples from other leading companies, this book is a practical guide and set of best practices for creating a new marketing culture that thrives on and adds value through data and analytics.

Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. as a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. meanwhile, valuable information about consumer preferences continues to accumulate and overwhelm decision makers. it's time to tame the beast named big data. big data marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, big data marketing will help you discover the remedy offered by data-driven marketing with a five-step plan for tackling big data insights. you'll discover: how marketers can use data to learn what they need to know how to make metrics your mantra the five fundamental components of a successful strategy strategies to drive marketing relevance and return on marketing investment (romi) approaches to managing marketing spend—a company's largest variable expenditure how to drive value through relevant marketing proven ways to elevate customer experiences learn how to better understand the market and advance your overall strategy and marketing techniques. leverage these insights to ensure your business's success.

Adeptly address today’s business challenges with this powerful new book from web analytics thought leader avinash kaushik. web analytics 2.0 presents a new framework that will permanently change how you think about analytics. the book will help your organization become more data driven while you become a super analysis ninja! note: cd-rom/dvd and other supplementary materials are not included as part of ebook file.

Optimize your digital channels and ensure your marketing strategy aligns with business objectives, with this second edition of the bestselling guide to digital marketing – recommended by the chartered institute of marketing. there is no shortage of digital marketing resources yet finding a book that covers all disciplines can be a challenge. this essential and highly readable book provides an accessible, step-by-step framework to the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives. now featuring cutting edge updates on social media, seo, content marketing, user experience and customer loyalty, digital marketing strategy is an ideal road map for navigating: -marketing automation, personalization, messaging and email -online and offline integration-the power of technologies, such as ai-new data protection and privacy strategies accompanied by downloadable practical implementation guides spanning seo, paid-search, email, lead-generation and more, digital marketing strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. it is an essential guide for any marketer to build an effective and practical digital strategy.

Interest in applying analytics, machine learning, and artificial intelligence to sales and marketing has grown dramatically, with no signs of slowing down. this book provides essential guidance to apply advanced analytics and data mining techniques to real-world business applications. the foundation of this text is the author's 20-plus years of developing and delivering big data and artificial intelligence solutions across multiple industries: financial services, pharmaceuticals, consumer packaged goods, media, and retail. he provides guidelines and summarized cases for those studying or working in the fields of data science, data engineering, and business analytics. the book also offers a distinctive style: a series of essays, each of which summarizes a critical lesson or provides a step-by-step business process, with specific examples of successes and failures. sales and marketing executives, project managers, business and engineering professionals, and graduate students will find this clear and comprehensive book the ideal companion when navigating the complex world of big data analytics.

All competitors react 4. all resources are limitedstructured around these four first principles of marketing, this important new textbook offers a unique and extensively classroom-tested approach to marketing strategy. it provides a structured framework to develop effective strategies to deal with diverse marketing problems while integrating data analytics into the decision-making process.authored by world-leading experts in marketing strategy, marketing strategy: first principles and data analytics is the ideal companion for undergraduate, mba and executive mba students of marketing, and practicing executives looking to bring a more systematic approach to their firms’ marketing strategy efforts.

All competitors react 4. all resources are limitedstructured around these four first principles of marketing, this important new textbook offers a unique and extensively classroom-tested approach to marketing strategy. it provides a structured framework to develop effective strategies to deal with diverse marketing problems while integrating data analytics into the decision-making process.authored by world-leading experts in marketing strategy, marketing strategy: first principles and data analytics is the ideal companion for undergraduate, mba and executive mba students of marketing, and practicing executives looking to bring a more systematic approach to their firms’ marketing strategy efforts.

The new marketing analytics a clear, common sense guide for implementing an effective data analytics strategy. in today's world, no matter the industry, businesses and organizations are competing in an information-based marketplace. to effectively compete, marketing leaders are tasked with timely analysis of mountains of customer and market information to make faster and better marketing decisions. it's not just the task of collecting information. it's the development of new insights and the ability to implement this new found knowledge to drive more profitable marketing – that's what counts. marketers get paid to produce results. this book will demonstrate how the degree of success is in direct proportion to the ability to successfully analyze both traditional and big data. the information and wisdom derived from data is the ultimate competitive advantage.

Highly effective marketing analytics, a highly practical and pragmatic how-to book, infuses analytics into marketing to help improve marketing performance and raise analytics iq for companies that have not yet had much success with analytics. the author illustrates, step by step, many innovative, practical, and cost-effective methodologies to solve the most challenging problems facing marketers in today's highly competitive omnichannel environment. readers will learn the following from this book: ‧ why has marketing analytics not yet kept the promise? how can organizations take advantage of marketing analytics to overcome budget constraints and become analytically competitive? ‧ what are strategic level, managerial level, and tactical level segmentation strategies and how to develop them? ‧ why mu's 541-rule can significantly improve response rates and profitability of direct mail campaigns. ‧ how to make print catalogs profitable again in the digital era. ‧ how to take e-mail marketing to a different level of sophistication and success. ‧ why loyalty programs failed and how to revamp a failed or low-performing loyalty program. ‧ how to calculate and apply different customer lifetime values to solving real-world problems. ‧ how to use marketing mix modeling (mmm), multi-touchpoint attribution models, and promotional lift analysis to better allocate marketing budgets into a wide range of marketing mediums. written in an applied, concise manner, and requiring no programming knowledge, this book is an easy read for both marketers and analytics practitioners who want to compete more effectively in the workplace.

An unparalleled author trio shares valuable advice for using google analytics to achieve your business goals google analytics is a free tool used by millions of web site owners across the globe to track how visitors interact with their web sites, where they arrive from, and which visitors drive the most revenue and sales leads. this book offers clear explanations of practical applications drawn from the real world. the author trio of google analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications. features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more discusses how to communicate with a webmaster or developer to assist with installation addresses google's conversion-oriented tools, including adwords and adsense, google trends, webmaster tools, search-based keyword tools, and more touches on brand tracking studies, usability research, competitive analysis, and statistical tools throughout the book, the main emphasis is demonstrating how you can best use google analytics to achieve your business objectives. foreword by avinash kaushik note: cd-rom/dvd and other supplementary materials are not included as part of ebook file.