Marketing Analytics

A marketing analytics textbook that is always up to date 

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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.


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


business writing textbook

Teach all the Primary Marketing Analytics Concepts in one Digital Textbook

There are many different principles within Marketing Analytics and it is vital that Marketing students become familiar with them. There is still a significant skills gap between marketing students and the companies that want to hire them for analytics roles. Students who are familiar with marketing analytics will be poised to take advantage of this and enjoy rewarding careers.

Enhance Practical Skills

With this courseware, professors are given the resources to upgrade their marketing analytics course to teach the critical skills of data visualization, A/B testing, audience segmentation, and artificial intelligence.

Teach Up-to-Date Concepts

The book combines the fundamentals of marketing analytics with its application in various business environments. Students will learn about critical concepts including artificial intelligence, the latest data technologies, and experimental design as well as skills such as extracting data from the web, accessing data using queries, and data analysis.



Dr. Brennan Davis is the Hood Professor of Marketing and 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’s 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.


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