Marketing Analytics

Marketing Analytics: Data-Driven Insights, Customer Intelligence and Strategic Decision-Making is a comprehensive textbook designed to provide students, educators and marketing professionals with a clear and practical understanding of how data can transform modern marketing decisions. In an increasingly data-driven business environment, organizations need more than information-they need the ability to convert data into meaningful insights, customer intelligence and effective strategies. The book presents the fundamental concepts, tools, techniques and applications of marketing analytics in a structured and accessible manner. It begins with marketing databases, data collection, coding, screening, purification and digital marketing metrics, before progressing into market and product analysis, new product decision models and product portfolio decisions. Statistical and analytical techniques such as correlation, regression, logistic regression, cluster analysis, conjoint analysis, multidimensional scaling and multiple discriminant analysis are explained with a strong emphasis on their marketing applications. The book also explores contemporary areas including data visualization, customer profiling, data mining, behavioural prediction, predictive analytics, perceptual mapping, Customer Lifetime Value, loyalty analytics and customer value models. Its digital marketing coverage includes text analytics, Search Engine Optimization, Google Analytics, display advertising analytics, social media measurement and analytics, retargeting and content marketing. Customer retention, cross-selling, up-selling and marketing optimization are examined from both analytical and managerial perspectives. Particular attention is given to trust, privacy and ethics in marketing analytics, highlighting the importance of responsible data use, transparency, fairness, security and customer-centric decision-making. With detailed explanations, analytical concepts, practical applications, comparative discussions, formulas, examples and examination-oriented content, this textbook bridges the gap between marketing theory and data-driven practice.