Marketing Analytics

Higher Ed Marketing Analytics Textbook

A Marketing Analytics Textbook That Is Always Current

The Marketing Analytics Bundle

Pairing the Marketing Analytics textbook with the Mimic Analytics Simulation is the perfect way to teach and learn marketing analytics. The textbook 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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About The Author

Brennan Davis

Brennan Davis

Dr. Brennan Davis is the Hood Professor of Marketing and an associate professor of marketing 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.

Brennan Davis

Brennan Davis

Dr. Brennan Davis is the Hood Professor of Marketing and an associate professor of marketing 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.