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Marketing Analytics

Essential Tools for Data-Driven Decisions
Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox
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BUY Cloth · 312 pp. · 7 × 9 · ISBN 9780813945156 · $39.95 · Jan 2021
BUY Ebook · 312 pp. · ISBN 9780813945163 · $39.95 · Jan 2021

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. 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.

Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

Reviews:


There is a lot in this book that I wish I had known when I was building my first company. Marketing Analytics would have made a real difference as I built the marketing capabilities at Retail Relay.

Arnie Katz, Former Chief Product and Technology Officer, StubHub; Founder, Retail Relay

The ability for marketers to connect their actions to broader business objectives is crucial not only to market success, but also to their standing as a valuable strategic partner in revenue generation. Marketing Analytics provides the marketer with a practical framework to help them think through the ways marketing motions can impact quantitative business goals, balance their resource allocation, and analyze the ROI.

Tiffany Pillifant, Senior Director, Marketing Effectiveness, Information Technology & Services, Thomson Reuters

Today's marketers do not utilize a 'one size fits all' approach to reach their customers; instead they rely on highly specific data models and results from test-and-learn experiments to market their products. Marketing Analytics provides the key analytical tools and techniques, and business case studies with real life scenarios to help marketing professionals make data-driven decisions. It is a 'must have' for anyone with a growth mindset.

Sagar Joshi, Product Manager, M&T Bank

About the Author(s): 

Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.