Marketing Analytics: Essential Tools for Data-Driven Decisions

by Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox

"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"--

300 pages, Kindle Edition

Published January 13, 2021

Reviews

[libby · Rating 3 out of 5]

As far as textbooks go, it’s pretty good. It’s almost entirely case study based - I didn’t hate that.