Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.
Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning.
Supporting online resources are available to instructors to support teaching, including datasets and software codes and solutions (R Markdowns, HTML files) as well as Power Point slides, a teaching guide and a testbank.
This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers.
Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London.
Dr. Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.
Зміст
Chapter 1: Introduction
Chapter 2: Customer Segmentation
Chapter 3: Marketing Mix Modelling
Chapter 4: Attribution Modelling
Chapter 5: User Generated Data Analytics
Chapter 6: Customer Mindset Metrics
Chapter 7: Text Mining
Chapter 8: Churn Prediction and Marketing Classification Models With Supervised Learning
Chapter 9: Demand Forecasting
Chapter 10: Image Analytics
Chapter 11: Data Project Management and General Recommendations
Про автора
Dr. Raoul Kübler is an Associate Professor of Marketing at ESSEC Business School in Cergy/Paris where he teaches on the FT Top10 ranked Master in Management program of ESSEC’s grande ecole, as well as on the school’s Global MBA and the executive MBA. Before joining ESSEC he was from 2018 until 2022 a Junior Professor at the University of Münster, and worked from 2012 until 2018 as an Assistant Professor of Marketing at Özyegin University in Istanbul, Turkey. In his research, he examines how marketers can leverage user generated content and social media data in combination with machine learning and artificial intelligence to derive better marketing decisions. His research focus is largely guided by his close collaboration with marketing professionals. He consulted leading international companies such as Tetra Pak, Rausch AG Switzerland, Dr. Wolff Group, Pepsi Co Turkey, Sisecam Turkey, Garanti Bank, Gf K, and OD Yachting in digital marketing issues. Dr. Kübler’s research is frequently published in leading international marketing and business journals such as the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Interactive Marketing and the Journal of Cultural Economics. Furthermore, Raoul has been ranked since 2018 within the top 10% of most successful business scholars in Germany, Switzerland, and Austria according to A+ publications, of which some have been awarded by institutions such as MSI, Marketing EDGE, and EMAC.
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