Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques

Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step—by—step through these areas and more.

Marketing Analytics enables you to leverage predictive techniques to measure and improve marketing performance. By exploring real—world marketing challenges, it provides clear, jargon—free explanations on how to apply different analytical models for each p...