Marketing Analytics: A practical guide to real marketing science - Tapa dura

"The subtitle of Grigsby's book summarises the bottom line: his book is practical, and it is the real deal. With so many ebooks, articles, webinars and conferences talks - purporting to provide insights on this topic, but instead producing more noise or even misinformation - 'Marketing Analytics' offers true insights. Grigsby, a practitioner, academic and thought leader, provides both the foundational constructs for people who are just beginning to explore the topic of marketing analytics and more sophisticated approaches for experts and advanced practitioners." (Seth Earley, CEO, Earley Information Science Applied Marketing Analytics)

"Mike's writing is straightforward and entertaining. He brings a conversational and relatable tone and approach to some fairly complex material. Sometimes marketers can take themselves a little too seriously, especially when it comes to the mathematical side of things. Mike's work reminds us to lighten up and have fun with it." (Katy Rollings, PhD, Loyalty Analyst at GameStop 2014-12-02)

"The book summarizes all the critical topics in a consumer-focused analytic approach, and the cases are fun to read." (Ernan Haruvy, PhD, Professor of Marketing, UT-Dallas 2014-12-02)

"This book gives a broad overview of marketing analytics to people who don't have any related background....[E]xamples are explained to give readers a clearer idea. I think the book is worth a read for anyone who wants to become a marketing analyst." (Yuan Fang, MSc (Marketing Analytics candidate) 2014-12-02)

"This is a great book for practitioners who have learned plenty of theories and want to learn how to apply methodologies. It is also a great, easy-to-read resource for anyone who does not have a deep theoretical background but wants to learn how analytics work in real life." (Ingrid Guo, VP, Analytics and Managing Director, Javelin Marketing Group (Beijing) 2014-12-03)

"Marketing Analytics is a practical guidebook written in a conversational tone that makes complex theories easily understood. The author's experience in the industry combined with his inherent gift for explaining everything a successful marketing analyst needs to know makes this book a must-read." (Katy Richardson, Founder and Principal, 214 Creative 2014-12-03)

"Marketing Analytics is a must-read for analytics practitioners and marketing managers seeking a comprehensive overview of the most actionable techniques that virtually any organization can apply to gain immediate benefits.... Dr. Grigsby succinctly illustrates the concepts with real examples and provide references for analysts needing deeper guidance or theory. I wish Marketing Analytics was published 15 years ago - it would've saved me a lot of independent research!" (W. Dean Vogt, Jr., Marketing Research and Analytics Practitioner 2014-12-03)

"For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to know presented as a conversation with examples to boot! You'll definitely sound smarter in the boardroom after reading this book!" (James Mourey, PhD and Assistant Professor of Marketing at DePaul University (Chicago))

"Offers a truly accessible guide to the basics and practice of marketing analytics." (Koen Pauwels, Professor of Marketing at Ozyegin University, Istanbul, and Honorary Professor at the University of Groningen)

"In one sentence, the role of marketing is to determine who the organization can serve and how it can best be done. To this end, Mike Grigsby escorts the reader through the difficult process of understanding, explaining, and anticipating customer behaviour, aptly delivered with the no-nonsense authority earned by veterans of marketing success. If Marketing Analytics is the class, I'm sitting front row!" (Allyn White, PhD)

Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.