Advanced Marketing Analytics: Transform Data into Insights

by Nasir Salari

Overview

This textbook takes students on a comprehensive learning journey on more advanced concepts and techniques in marketing analytics, offering support to those with little to no coding experience.

Advanced Marketing Analytics is an essential resource or postgraduate students and covers:

- No-code to low-code analytics solutions
- How to understand data for marketing analytics
- Market Basket Analysis
- A/B testing
- Preparing data for marketing analytics
- Emerging trends in AI, machine learning and big data

This book covers all three areas of marketing analytics such as descriptive, predictive and prescriptive analytics, and includes software tools such as SPSS, Microsoft Excel and Rapid Miner. It also has real-world examples from global companies highlighting and emphasising the importance of why marketers should be more data-analytical.

In-text resources include a glossary, learning outcomes, discussion questions and further reading questions. Online resources include PowerPoint slides for lecturers, and a lecturers' manual with practical exercises and datasets.

Product Details

ISBN-13:	9781398622876
Publisher:	Kogan Page, Ltd.
Publication date:	03/31/2026
Pages:	368
Product dimensions:	6.14(w) x 9.21(h) x 0.00(d)

About the Author

Dr Nasir Salari is Senior Lecturer in Marketing and Academic Research Lead, based at Bath Spa University, UK. His expertise lies at the intersection of marketing and data science, with a particular focus on the application of advanced analytical techniques to marketing challenges.

Table of Contents

** Chapter - 01: Introduction to marketing analytics; ** Chapter - 02: Understanding and preparing data for marketing analytics ** Chapter - 03: Predictive analytics techniques in marketing; ** Chapter - 04: Advanced analytical techniques; ** Chapter - 05: Prescriptive analytics and optimisation in marketing; ** Chapter - 06: Tools and technologies for marketing analytics; ** Chapter - 07: Ethical considerations and future trends;