The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital
conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven
Decisions, which updates and expands on the earlier book as we enter the 2020s. As they
illustrate, big data analytics is the engine that drives marketing, providing a forward-looking,
predictive perspective for marketing decision-making.
The book presents
actual cases and data, allowing readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and question the link between
marketing plans and customer behavior. Dealing with actual scenarios sheds light on the most
pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns.
Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully
harness that power to effectively maximize marketing efforts.
