Principles of Marketing Analytics: Understand Data-Driven Decision-Making - Ijeoma Onwumere

Descriere Principles of Marketing Analytics: Understand Data-Driven Decision-Making - Ijeoma Onwumere

\nThis practical undergraduate textbook is ideal for understanding data-driven, analytical marketing skills. \n \nPrinciples of Marketing Analytics is an introductory textbook for undergraduate and postgraduate marketing students. Ijeoma Onwumere takes readers from foundational principles to applied insights of marketing analytics, developing the analytical mindset and confidence to make evidence-based marketing decisions. \n \nThis textbook explains how data drives segmentation, targeting, campaign optimization, and forecasting, bridging marketing theory with analytical practice. Students will learn to collect, analyse and interpret data and explore how technologies such as machine learning and generative AI are transforming the discipline. \n \nDesigned for both classroom learning and independent study, this textbook aligns with undergraduate modules in marketing analytics and digital marketing. It includes: \n \n- Frameworks including AIDA Model (Awareness, Interest, Desire, Action), CRO (conversion rate optimization) and TBL (triple bottom line) for applying analytics to marketing challenges \n- Real-world examples from Netflix, Walmart, Airbnb, Sephora, Nike and more that connect theory and practice and shows how data-driven insights power measurable impact \n- Exercises, discussion questions, and chapter summaries to consolidate learning \n- Key terms list and key learning points for quick review \n- Online resources for lecturers, including slides and a teaching guide \n \nWhether studying marketing analytics or preparing for a data-informed career, Principles of Marketing Analytics equips students with the skills to make confident, data-driven marketing decisions.\n

Detalii

Brand

KOGAN PAGE

Categorie

ENSTK

EAN / GTIN

9781398623279

Magazine

1

Disponibilitate

in stock