Description
Authors
Ijeoma Onwumere
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Fan Favorite Principles of Marketing Analytics
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Pages
392
Dimensions
170 x 240 x 15mm
This textbook demystifies the complex field of marketing analytics, taking readers on a journey from fundamental concepts to practical insights
Principles of Marketing Analytics covers:
– Data Collection and Measurement
– Customer Segmentation and Targeting
– Marketing Campaign Optimization
– Machine Learning for Marketing
– Forecasting future marketing trends
As well as web analytics, social marketing analytics and exploring the potential of generative AI for A/B testing and customer engagement. Learn how to implement data-driven marketing strategies through practical exercises and valuable insights. Online resources include PowerPoint slides and a guide for lecturers, and in-text features include a glossary, key learning points and real-world examples from companies such as Netflix and Airbnb. This is an introductory textbook for anyone studying marketing analytics.
Principles of Marketing Analytics covers:
– Data Collection and Measurement
– Customer Segmentation and Targeting
– Marketing Campaign Optimization
– Machine Learning for Marketing
– Forecasting future marketing trends
As well as web analytics, social marketing analytics and exploring the potential of generative AI for A/B testing and customer engagement. Learn how to implement data-driven marketing strategies through practical exercises and valuable insights. Online resources include PowerPoint slides and a guide for lecturers, and in-text features include a glossary, key learning points and real-world examples from companies such as Netflix and Airbnb. This is an introductory textbook for anyone studying marketing analytics.
