This dynamic core textbook provides students with both a comprehensive overview of how to use data analytics in marketing, and an answer to all of these questions. A distinctive and focused framework underpins the foundations of the text, organising data analysis techniques into four key themes and advocating that marketing decisions should focus on solving the key underlying "problems" or "complexities" found in most marketing activities. By taking this ‘First Principles’ approach, the textbook offers a data analysis toolbox for dealing with a broad range of marketing challenges, by dealing with the underlying issues. Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and marketing practitioner seeking to develop their marketing effectiveness and data analysis skills. It can be used as a standalone textbook or as a complementary companion to Marketing Strategy: Based on First Principles and Data Analytics, written by the same authors.