Authors: Dr. Snehal Yogesh Hole, Dr. Shiney Chib, Mrs. Kanchan Suraj Artani and Dr. Prashant Phule

ISBN: 978-81-978212-1-9

DOI: https://doi.org/10.59646/ma/241

Date of Publication: August 09, 2024

About the Book

In today’s increasingly complex and interconnected marketing landscape, the ability to collect, analyze, and act upon data has become a critical component of success. The sheer volume and velocity of data generated by customers, prospects, and marketing channels can be overwhelming, but it also presents a tremendous opportunity for marketers to gain a deeper understanding of their audience, optimize their strategies, and drive business growth. This book is designed to be a comprehensive resource for marketers seeking to leverage data and analytics to inform their decision-making, optimize their marketing mix, and achieve a competitive edge. Through a combination of conceptual frameworks, real-world examples, case studies, and hands-on exercises, we will delve into the latest marketing analytics tools, technologies, and methodologies, including:

– Data management and integration
– Data visualization and communication
– Statistical modeling and machine learning
– Attribution modeling and marketing mix optimization
– Web analytics and digital metrics
– Social media and customer analytics
– Marketing automation and personalization

Throughout these pages, we will explore the latest trends, innovations, and best practices in marketing analytics, including the use of artificial intelligence, predictive analytics, and customer data platforms.  Whether you are a seasoned marketing professional, a data analyst, or a student looking to break into the field, this book will provide you with the knowledge, skills, and practical guidance needed to succeed in the rapidly evolving field of marketing analytics.