Principles of Marketing Analytics - 9781398623293

Principles of Marketing AnalyticsUnderstand Data-Driven Decision-Making\nAuthor(s): Ijeoma Onwumere\nFormat: Hardback\nPublisher: Kogan Page Ltd, United Kingdom\nImprint: Kogan Page Ltd\nISBN-13: 9781398623293, 978-1398623293\nSynopsis\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.