Abstract
Marketing Analytics: A Comprehensive Guide is appropriate for the Marketing Analytics course that may also be called Business Analytics, Business Intelligence, Marketing Data, Marketing Measurement, Digital Marketing, Data-Driven Marketing, SEO/SEM, Social Media Marketing, Advertising or similar taught at the undergraduate level at two- and four-year colleges and universities. May also be appropriate for MBA-level courses and as either a primary or secondary text.
Marketing Analytics: A Comprehensive Guide carefully explains how to successfully implement marketing analytics in any organization. Coverage is built around data-driven business cases and the everyday opportunities and challenges faced by marketing professionals. This book’s practical “show me what works” perspective then walks learners through, channel by channel, the specific tools, data, and skills they need to be proficient in marketing analytics. As a result, students develop a deeper understanding of how to use analytics to make better business decisions.
More than a cookbook of strategies, Marketing Analytics: A Comprehensive Guide exposes students to the “why” behind which tools and strategies to use. Metrics are considered in context, not just presented as formulas and how to calculate them. Its comprehensive scope also embraces a cross-section of marketing roles, including social media, marketing automation, email, advertising, content marketing, design, and search engine marketing and automation. Consequently, it is the first book of its kind to lay out in detail how to analyze marketing data based on marketing job functions. In doing so, this book fully prepares current and future marketers to insightfully measure digital marketing activities and meaningfully tie data analytics back to real-world business or creative goals that drive organizational success.