Advanced Marketing Analytics

This textbook takes readers on a journey from fundamental marketing analytics concepts to advanced marketing analytical techniques, without having to know coding.
Advanced Marketing Analytics covers:
- No-code to low-code analytics solutions
- Market Basket Analysis
- A/B testing
- Understanding data for marketing analytics
- Preparing data for marketing analytics
- Emerging trends in AI, machine learning and big data
This book covers all three areas of marketing analytics such as descriptive, predictive and prescriptive analytics, and includes software tools such as SPSS, Microsoft Excel, Rapid Miner. It also has real-world examples from global companies highlighting and emphasising the importance of why marketers should be more data-analytical.
In-text resources include a glossary, learning outcomes, discussion questions and further reading questions. Online resources include PowerPoint slides for lecturers, lecturers' manual with practical exercises and datasets. This textbook is for postgraduates studying marketing analytics at an advanced level.