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All course content is designed around specific learning objectives. Looking for technical support for your Pearson course materials? Pearson Always Learning. Browse by discipline. Sign in or sign up Find your rep Exam copy bookbag. Updating your exam copy bookbag…. Share this page. Print this content. In Cutting Edge Marketing Analytics , three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition.

They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself.

As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design. Features Hands-on guide to marketing analytics methods and tools Integrates all three fundamental areas of marketing analytics: statistical analysis, experiments, and managerial intuition.

He serves as an Area Editor of the Journal of Marketing. Clayton Award. He has been selected as one of the top 20 rising young scholars in marketing by the Marketing Science Institute and as one of the top 40 professors of business administration under 40 by Poets and Quants magazine.

Professor Venkatesan has consulted and taught in executive education programs on marketing analytics for global firms in the technology, retailing, media, consumer packaged goods, and pharmaceutical industries.

Before coming to Darden, Venkatesan taught database marketing, marketing research, and quantitative marketing models to graduate students at the University of Connecticut.

Farris has coauthored award-winning articles on retailer power, marketing strategy, and advertising testing. He has served as an academic trustee of the Marketing Science Institute and is a current or past member of the editorial boards for the Journal of Marketing , the Journal of Retailing , the International Journal of Advertising , Marketing--Journal of Research and Management , and the Journal of Advertising Research.

His current research is on channel conflict and building coherent systems of marketing metrics. Farris has consulted and taught executive education programs for many international companies. He has served on the boards of retailers, manufacturers, and software companies.

Currently, he is on the board of directors of Sto Corp. Farris has also provided expert testimony in a number of marketing-related legal cases. Ronald T. His research, focused on the marketing of financial services and its interface with public policy, has appeared in leading marketing and finance journals such as the Journal of Marketing Research , Management Science , Marketing Science , and the Journal of Business.

He is a frequent contributor to Forbes. He is the author of the book Whatever Happened to Thrift? Wilcox joined the Darden faculty in Securities and Exchange Commission. Based on my experience advising firms, I believe that the material presented in the book strikes the right balance of rigorous analysis and strategic relevance. Because we use cookies to provide you our services, they cannot be disabled when used for these purposes.

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Nigel Guenole. Judah Phillips. Thomas Miller. Lorena Martin. Patricia Saporito. Hokey Min. James Sesil. We use cookies to improve this site Cookies are used to provide, analyse and improve our services; provide chat tools; and show you relevant content on advertising. Yes Manage cookies. Cookie Preferences We use cookies and similar tools, including those used by approved third parties collectively, "cookies" for the purposes described below. We use cookies to provide our services, for example, to keep track of items stored in your shopping basket, prevent fraudulent activity, improve the security of our services, keep track of your specific preferences such as currency or language preferences , and display features, products and services that might be of interest to you.

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Cancel Save settings. Bestselling Series. Harry Potter. Books By Language. Books in Spanish. Description This is today's most complete and practical guide to modern marketing analytics methods and tools.

Through real case studies, you'll learn how to connect marketing inputs to customer behavior, use predictive models to develop forward-looking, what-if scenarios, and effectively apply analytics to strategic decision making in marketing. Covering the three core areas of marketing analytics - statistical analysis, experiments, and managerial intuition - the book is organized to help you apply the right analytics processes to each strategic marketing question.

For each challenge, the authors fully describe the needed methodology, illuminating it with case studies that show the appropriate quantitative and data analysis tools at work. Each chapter mirrors a module within a typical masters-level Marketing Analytics course. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic marketing decisions As you proceed, you'll gain an in-depth understanding of: The importance of marketing analytics for forward-looking and systematic allocation of marketing resources How to integrate quantitative analysis with managerial sensibility How to conduct strategic marketing data analysis via linear regression, logistic regression, cluster analysis, and Anova models The role of careful experimental design in marketing analytics and resource allocation Each chapter contains technical notes that provide the statistical knowledge you'll need to conduct the analysis, paired with case studies of real companies addressing marketing issues, and real data you can use to apply the concepts and perform the analysis yourself.

Other books in this series. Power of People, The Nigel Guenole. Add to basket. Ecommerce Analytics Judah Phillips. Applied Insurance Analytics Patricia Saporito. Back cover copy "Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation The material presented in the book strikes the right balance of rigorous analysis and strategic relevance.

Program in Marketing, J. Mack Robinson College of Business, Georgia State University "Mastery of marketing and customer analytics has become 'table stakes' for understanding and pleasing the customer--job one in retail.

Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by reading this book. The case studies provide a good opportunity for applying the analytics techniques to real problems. Through cutting-edge case studies, you'll learn how to connect marketing inputs to customer behavior, use predictive models to develop what-if scenarios, and effectively apply analytics to strategy and decision-making.

The authors show how to integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. For each of several key marketing challenges, they guide you through planning and performing analyses, exploring options, and using what you learn to improve marketing performance. Each section provides all the statistical knowledge and sample data you need to conduct your own analyses, paired with real world examples showing how experts are doing it.

Then, drawing on their experience with more than marketing executives, the authors offer a complete blueprint for overcoming obstacles to successful implementation. In Cutting-Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools and offer a best-practice methodology for successful implementation.