Advanced Marketing Analytics

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.