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Essentials of Marketing Analytics provides the student a detailed overview of marketing analytics concepts, including predictors versus target variable, setting yourself apart, data quality, the importance of exploratory data analysis, principles and elements of design for data visualization, multiple linear regression, key reminder when using neural networks, automated machine learning in marketing, opening Python using Anaconda, among others. This textbook is direct and concise with systematic content designed to engage today’s student through visually engaging content. There is a wide variety of assignment types that help students master marketing analytics concepts and build real-world working capability. Essentials of Marketing Analytics goes into special topics in text analytics, link prediction using social network analysis, digital marketing analytics measures, paid digital marketing media, how A/B testing works, the 7-step marketing analytics process, the importance of exploratory data analysis, discovering different use cases for cognitive analytics, understanding when and how to support fiscal responsibility in customers, and understanding customer segmentation through cluster analysis. A chapter is broken down into combining internal and external data sources for improved insights. Buy Essentials of Marketing Analytics and be confident in your marketing analytics education and career.
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