Marketing Analytics: Based on First Principles

Marketing Analytics provides a framework for organizing analytics tools, marketing models, and methodologies based on Robert W. Palmatiers dynamic First Principles of Marketing. It helps organizations understand their business and increase revenue by contextualizing models and statistical analysis within the foundational principles of marketing. It includes vivid examples, a running case study, and an applied learning pathway with a comprehensive companion website and free, open-source R and Tableau software.

Format: Paperback / softback
Length: 432 pages
Publication date: 24 March 2022
Publisher: Bloomsbury Publishing PLC

All customers differ, change, and react, while resources are limited. Robert W. Palmatiers dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models, and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to: Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework. Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions. Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics. Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software. Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate, and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.

Weight: 854g
Dimension: 246 x 173 x 22 (mm)
ISBN-13: 9781352013191