Brennan Davis Why I Wrote Marketing Analytics

Why Write a Marketing Analytics Textbook?

Writing a textbook is not an easy undertaking. When I decided to write my textbook, Marketing Analytics, there were plenty of people who told me that writing a textbook would be a waste of time. So, why did I write it?

I knew it would be a challenge, but I wanted a textbook my students could leverage for jobs. All of the other textbooks felt like repackaged marketing research books. I knew that the digital revolution was creating something EXCITING for marketing analytics that was different than traditional topics like scanner data, survey data, lab experiments and factor analysis.

As an instructor, I gathered around me some advisors from industry. They talked about topics like attribution, optimization, marketing mix models, artificial intelligence, social listening and data technologies. I brought those topics into the classroom and the students loved it!

Eventually, I decided to write it all up to share with other universities. I created the “Marketing Analytics” textbook, lecture slides, lesson plans, exercises and test bank. I knew Stukent would get it because the company’s Digital Marketing Essentials book also takes a hands-on approach to learning new marketing subjects.

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I’ve included the table of contents for “Marketing Analytics” so you can see the covered topics for yourself.

Table of Contents

Part 1:  Introduction

Chapter 1: An Overview of Marketing Analytics

Chapter 2: A Primer on R

Part 2:  Data

Chapter 3: Data Technologies

Chapter 4: Accessing Marketing Data using Structured Query Language

Chapter 5: Data Management Platforms

Chapter 6: Extracting Meaning from Data on the Web

Part 3:  Analysis Tools

Chapter 7: Analytics of Segmentation, Targeting and Positioning

Chapter 8: AB Testing

Chapter 9: Experimental Design in the Digital Age

Chapter 10: Artificial Intelligence for Marketing Analytics

Part 4:  Communication

Chapter 11: Data Visualization

Chapter 12: Benchmarking with Marketing Analytics Metrics

Part 5:  Statistical Approaches to Analyzing Data

Chapter 13: Statistical Analyses of AB Tests and Experiments

Chapter 14: Marketing Mix Models

Chapter 15: Moderation in Marketing Mix Models


There isn’t another book like this out there that gives students this type of perspective and training. Trust me, if there were, I wouldn’t have written my book. I did because we as educators have a responsibility to provide our students with the skills they need to work in the industry today, and that’s what “Marketing Analytics” does. I hope that many professors enjoy using it, and that many other professors will take steps to advance education in their own fields.

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About Me

I am an associate professor of marketing at the Orfalea College of Business, California Polytechnic State University. I have been developing marketing curriculum for over a decade. I love to connect large datasets to answer questions in the domain of transformative consumer research. I also have about eight years of professional experience in marketing management in the automotive and technology industries.

I spent years developing the marketing analytics course with a committee of executives from top local marketing agencies and from top businesses in the Silicon Valley. The course covers data approaches useful to marketing analytics professionals, advanced analysis that firms most desire when hiring students and visualization techniques helpful in communicating as a marketing liaison between technology experts and company managers.

My Education
  • PhD, The Paul Merage School of Business, University of California Irvine
  • MBA, The Wharton School of Business, University of Pennsylvania
  • BS, University of California Los Angeles
My Experience
  • Associate Professor, California Polytechnic State University (Cal Poly)
  • Assistant Professor, Baylor University
  • Assistant Professor, Azusa Pacific University
  • Marketing Manager, Project InVision
  • Marketing Analytics Consultant, Nissan Motor Corporation, National Headquarters


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