This practical undergraduate textbook is ideal for understanding data-driven, analytical marketing skills.
Principles of Marketing Analytics is an introductory textbook for undergraduate and postgraduate marketing students. Ijeoma Onwumere takes readers from foundational principles to applied insights of marketing analytics, developing the analytical mindset and confidence to make evidence-based marketing decisions.
This textbook explains how data drives segmentation, targeting, campaign optimization, and forecasting, bridging marketing theory with analytical practice. Students will learn to collect, analyse and interpret data and explore how technologies such as machine learning and generative AI are transforming the discipline.
Designed for both classroom learning and independent study, this textbook aligns with undergraduate modules in marketing analytics and digital marketing. It includes:
- Frameworks including AIDA Model (Awareness, Interest, Desire, Action), CRO (conversion rate optimization) and TBL (triple bottom line) for applying analytics to marketing challenges
- Real-world examples from Netflix, Walmart, Airbnb, Sephora, Nike and more that connect theory and practice and shows how data-driven insights power measurable impact
- Exercises, discussion questions, and chapter summaries to consolidate learning
- Key terms list and key learning points for quick review
- Online resources for lecturers, including slides and a teaching guide
Whether studying marketing analytics or preparing for a data-informed career, Principles of Marketing Analytics equips students with the skills to make confident, data-driven marketing decisions.
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Table of contents
- List of figures and tables
- About this book
- Introduction
- PART ONE Foundations of marketing analytics
- 01 Introduction to marketing analytics
- 02 Data collection and measurement – best practices for collecting, organizing and storing marketing data
- 03 Key marketing metrics
- PART TWO Marketing analytics in action
- 04 Marketing analytics in action – customer segmentation and targeting
- 05 Marketing campaign optimization – leveraging data to improve campaign effectiveness
- 06 Social media analytics – tracking performance and engaging customers online
- 07 Web analytics – analysing website traffic and user behaviour to optimize user experience
- PART THREE Advanced marketing analytics: Predictive modelling and beyond
- 08 Predictive modelling – forecasting trends and customer behaviour
- 09 Marketing attribution – evaluating channels and touchpoints
- 10 Machine learning for marketing – automating and enhancing decisions
- 11 The rise of generative AI in marketing
- Answers to the multiple-choice quizzes
- Index
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Yes, you can access Principles of Marketing Analytics by Ijeoma Onwumere in PDF and/or ePUB format, as well as other popular books in Economics & Business Ethics. We have over 1.5 million books available in our catalogue for you to explore.