The starting point in learning marketing analytics is to understand the marketing problem. The second is asking the right business question. The data will help you tell the story.

We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more. The era of Big Data has literally brought about huge amounts of data to review, analyze and solve. Today’s undergraduate and graduate students will need to have a keen understanding of not only the right types of questions to ask, but also the tools available to help answer them. Essentials of Marketing Analytics covers both, in a comprehensive, readable and flexible manner.

Coverage includes the most popular analytics software tools, such as Tableau and Python, as well as a variety of analytical techniques, including but not limited to social network analysis, automated machine learning, neural networking and more. Supported by a robust student and learning package via McGraw Hill Connect, Essentials of Marketing Analytics 1e is the most comprehensive, current, adaptable product on the market!

Acerca de los autores

Joe F. Hair is Professor of Marketing, Cleverdon Chair of Business, and Director of the PhD degree program in the Mitchell College of Business, at the University of South Alabama. In 2018 and 2019 he was recognized by Clarivate Analytics as being in the top 1% globally of all Business and Economics professors. He was selected for the award based on citations of his research and scholarly accomplishments, which for his career exceed 230,000. Google Scholar ranks him #1 globally in the categories of Marketing and Multivariate Data Analysis. Joe formerly held the Copeland Endowed Chair of Entrepreneurship at Louisiana State University. He has published more than 60 books, including market leaders Multivariate Data Analysis, 8th edition, Cengage Learning, U.K., 2019, which has been cited more than 130,000 times; Essentials of Marketing Research, 5th edition, McGraw Hill LLC, 2020; MKTG, 13th edition, Cengage, 2021, used at over 500 universities globally; A Primer in Partial Least Squared Structural Equation Modeling (PLS-SEM), 2nd edition, Sage, 2017, and Essentials of Business Research Methods, 4th edition, Taylor & Francis, 2020. In addition to publishing numerous referred manuscripts in academic journals such as Journal of Marketing Research, Journal of Academy of Marketing Science, Journal of Business/Chicago, Journal of Advertising Research, and Journal of Retailing, he has presented executive education and management training programs for numerous companies, has been retained as consultant and expert witness for a wide variety of firms, and is frequently an invited speaker on research methods and multivariate analysis. He is a Distinguished Fellow of the Academy of Marketing Science, the Society for Marketing Advances, and has served as president of the Academy of Marketing Sciences, the Society for Marketing Advances, the Southern Marketing Association, the Association for Healthcare Research, the Southwestern Marketing Association, and the American Institute for Decision Sciences, Southeast Section. Professor Hair was recognized by the Academy of Marketing Science with its Outstanding Marketing Teaching Excellence Award, and the Louisiana State University Entrepreneurship Institute under his leadership was recognized nationally by Entrepreneur Magazine as one of the top 12 programs in the United States.

Dana Eckerle Harrison is an Assistant Professor of Marketing and the Stanley P. Williams Faculty Fellow at East Tennessee State University. Prior to her work in academia, Dana spent many years assisting software companies in the areas of marketing and sales management. She teaches marketing research, analytics and strategy courses at the undergraduate and graduate level. Her scholarly research has been published in journals such as the Journal of Business Research, the Journal of Product and Brand Management, the Journal of Marketing Analytics and the Journal of Marketing Theory and Practice. Her research focuses on the intersection between customer relationship management, sales management, data quality and governance, and marketing analytics methods. Her research pursuits were recognized in 2017 when she was a co-recipient of the Harold and Muriel Berkman Charitable Foundation Research Grant. Dana is a co-author on the Essentials of Marketing Research 5th edition, McGraw-Hill/Irwin, 2020. She currently serves on the editorial review board for the Journal of Marketing Theory and Practice. Dana continues to be an active member of prominent marketing organizations. She has presented and led panel discussions at conferences such as the Academy of Marketing Science, American Marketing Association, INFORMS Society for Marketing Science, and the Society for Marketing Advances regarding topics such social network analysis, sales management, the impact of analytics techniques and technology on marketing education and practice, the emergence of Blockchain in marketing, and information governance. Furthermore, she has offered certificate programs on marketing analytics and currently serves as the Director of Data Privacy for the Academy of Marketing Science.

Haya Ajjan is an Associate Professor of Management Information Systems, the Sheldon and Christine Gordon Professor in Entrepreneurship, and the Director of the Center for Organizational Analytics at Elon University. Haya joined Elon in 2010 and teaches data analytics courses in the Love School of Business undergraduate business, MBA and M.S. in Business Analytics programs. She was instrumental in developing the business analytics undergraduate major and the M.S. in Business Analytics program. Her research focuses on better understanding the impact of technology use on individuals, groups and organizations, and has been published in journals such as Journal of Business Research, European Journal of Operations Research, Business Horizons, Journal of Marketing Analytics, and Journal of Marketing Theory and Practice. Her commitment to infusing technology and innovation into the curriculum resulted in her appointment as Faculty Fellow for Innovation and Assistant to Elon University President Constance Ledoux Book. She also serves as a project lead for Elons participation in Apples Everyone Can Code initiative. Ajjan received the Love School of Business Deans Awards for Scholarship and Service and was named Top 50 Undergraduate Business Professors in the United States. During her tenure at Elon, she founded the Center for Organizational Analytics, Elon NEXT for professional advancement and continuing education studies, and the Elon Innovation Council. She teaches a certificate program on marketing analytics for the Academy of Marketing Science and currently serves as a program co-chair for AIS Special Interest Group in Decision Support and Analytics.

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