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Why Marketing Analytics?

If you’ve made it to this page, you probably already know that Marketing Analytics is one of the hottest subjects out there right now. Businesses are collecting more data than ever and are on the hunt for employees with the skills to make sense of this data so it can be used to generate sales. In other words, businesses are looking for students with experience in marketing analytics.

That is why students need to learn marketing analytics, but why should you use this book to teach it?  First, it’s published by Stukent, which means that it’s updated twice a year and comes with case studies, projects, quizzes, slides and other resources you can use to teach the material. Whether you like to focus heavily on statistics or prefer to focus on the art of asking the right questions, the author has included assignments that you can use for your class.

It was written by Brennan Davis, a highly-recognized professor of marketing with almost a decade of experience in marketing management in both the automotive and technology industries.

If you’d like to see the book for yourself, fill out the form at the top of this page, and we’ll grant you free instructor access.


Chapter 1 – An Overview of Marketing Analytics

Chapter 2 – An Introduction to Programming

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

Chapter 7 – The Analytics of Segmentation, Targeting and Positioning

Chapter 8 – AB Testing

ISBN: 978-0-9987138-8-5

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


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.


The logical way to teach a Marketing Analytics course. The digital textbook is available on all of your devices and updated 2-3 times a year.

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