The Marketing Analytics Bundle
Pairing the Marketing Analytics Courseware with the Stukent Marketing Analytics Simternship is the perfect way to teach and learn marketing analytics. The courseware provides foundational concepts, and the simulation allows students to put those concepts into practice. Together they create a complete courseware package that saves instructors hours of prep time and helps students gain a real-world experience.


KEY LEARNING OBJECTIVES
- Demonstrate an understanding of the processes and techniques of marketing data collection, analysis and visualization.
- Explain and apply the logic of optimization and attribution in marketing analytics.
- Explain the terminology and tools of marketing analytics.
- Apply the practical tools and techniques of marketing analytics.
- Understand the roles of data technologies, data management systems, and data visualization in marketing.
- Study and practice programming tools and structured query language.
- Engage in social listening and content analysis.
- Understand artificial intelligence, machine learning, and deep learning.
- Run field experiments in digital environments, including A/B testing.
- Understand marketing mix models.
Table of Contents
Chapter 1 – An Overview of Marketing Analytics
Chapter 2 – Foundational Marketing Analytics Tools
Chapter 3 – Data Technologies
Chapter 4 – Accessing Marketing Data using Structured Query Language
Chapter 5 – Marketing Data Platforms
Chapter 6 – Extracting Meaning from Data on the Web
Chapter 7 – The Analytics of Segmentation, Targeting, and Positioning
Chapter 8 – AB Testing
Chapter 9 – Experimental Design in the Digital Age
Chapter 10 – Artificial Intelligence
Chapter 11 – Data Visualization
Chapter 12 – Management of Marketing Analytics
Chapter 13 – Analyzing the Results of AB Tests and Experiments
Chapter 14 – Marketing Mix Models
Chapter 15 – Moderation in Marketing Mix Models
ISBN: 978-0-9987138-8-5

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Fill Out Order Form
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About The Author

Brennan Davis
Dr. Brennan Davis is Professor and Director of the Master of Science for Business Analytics program at the Orfalea College of Business at California Polytechnic State University. He has seven years of experience teaching the marketing core class, marketing research, and marketing analytics.
He specializes in connecting large datasets to answer questions in the domain of transformative consumer research. Professionally, Dr. Davis has eight years of experience in marketing management in the automotive and technology industries. In 2015, he received the Hood Professorship of Marketing in the Orfalea College of Business.
Dr. Davis’ work has been published in many journals, including the Journal of Public Policy and Marketing where he won the best paper award for the journal in 2014 from the American Marketing Association, and in the American Journal of Public Health where he won the best paper award in 2009 from the Robert Wood Johnson Foundation. He has also published in the Journal of Business Research and has working papers targeting other top academic marketing and consumer research journals.

Brennan Davis
Dr. Brennan Davis is a Professor of Marketing and Director of the Master of Science of Business Analytics program at the Orfalea College of Business California Polytechnic State University. He has seven years of experience teaching the marketing core class, marketing research, and marketing analytics.
He specializes in connecting large datasets to answer questions in the domain of transformative consumer research. Professionally, Dr. Davis has eight years of experience in marketing management in the automotive and technology industries. In 2015, he received the Hood Professorship of Marketing in the Orfalea College of Business.
Dr. Davis’ work has been published in many journals, including the Journal of Public Policy and Marketing where he won the best paper award for the journal in 2014 from the American Marketing Association, and in the American Journal of Public Health where he won the best paper award in 2009 from the Robert Wood Johnson Foundation. He has also published in the Journal of Business Research and has working papers targeting other top academic marketing and consumer research journals.
Hands-on Learning without the Hassle
Stukent Simternships integrate with your favorite LMS platforms
Single Sign-on
Grade Book Syncing
Deep Linking
Rostering

