Cutting Edge Marketing Analytics

This is the Rough Cut version of the printed book.

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 techniquesConduct the analysis and obtain insights from itOutline what-if scenarios and define optimal solutionsConnect 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 following:
The real value of marketing analyticsHow to integrate quantitative analysis with managerial sensibilityHow to apply linear regression, logistic regression, cluster analysis, and Anova modelsThe 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.