A Marketing Analytics Textbook that is Always Up-to-date
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TABLE OF CONTENTS
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
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
KEY LEARNING OBJECTIVES
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.
ABOUT THE AUTHORS
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.
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