Cutting Edge Marketing Analytics

by Rajkumar Venkatesan (Author),‎ Paul Farris (Author),‎ Ronald T. Wilcox (Author)

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 techniques
Conduct the analysis and obtain insights from it
Outline what-if scenarios and define optimal solutions
Connect 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 real value of marketing analytics
How to integrate quantitative analysis with managerial sensibility
How to apply linear regression, logistic regression, cluster analysis, and Anova models
The 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

Review
“Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation. Based on my experience advising firms, I believe that the material presented in the book strikes the right balance of rigorous analysis and strategic relevance. Case studies presented in the book provide the necessary context for the application of statistical tools and allow managers and MBA students to learn the challenges in implementing analytics.”
–V. Kumar, Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University

“This is exactly the book I have been looking for to teach customer analytics! It will fill an important gap in the market as it teaches practical approaches to gain customer insights based on big data that is increasingly available to organizations.”
–Harald J. van Heerde, MSc, Ph.D., Research Professor of Marketing, Massey University, School of Communication, Journalism, and Marketing

“Retail’s transformation is still in the early innings. The Internet and mobile have combined to create unprecedented insight into consumer behavior and customer preferences unbound by time or space. Mastery of marketing and customer analytics has become ‘table stakes’ for understanding and pleasing the customer–job one in retail. Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by reading this book.”
–Matt Kaness, Chief Strategy Officer, Urban Outfitters

“I strongly recommend Cutting-Edge Marketing Analytics for managers seeking to build an analytics-driven marketing function. In this book, the authors have struck the right balance of analytical sophistication and managerial relevance. The case studies provide a good opportunity for applying the analytics techniques to real problems.”
–Nino Ninov, Vice President, Strategic Research and Analysis, Rosetta Stone



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