Authors: Dr. Viju Samuel, Prof. Aravindan Mohan, and Dr. Arun Kumar S

ISBN: 978-81-17787-09-0

DOI: https://doi.org/10.59646/861

Date of Publication: October 26, 2026

Preface

The rapid advancement of artificial intelligence, machine learning, and digital technologies has transformed marketing analytics into a strategic function for data-driven decision-making, customer intelligence, and business performance optimization. AI-Powered Marketing Analytics Tools provides a comprehensive exploration of modern analytical platforms used to collect, integrate, visualize, interpret, and optimize marketing data across digital channels. The book introduces industry-relevant tools and their practical applications in web analytics, business intelligence, customer relationship management, digital advertising, predictive modelling, marketing attribution, and campaign automation. It examines platforms such as Google Analytics 4, Microsoft Power BI, Tableau, Salesforce Einstein, Adobe Experience Platform, HubSpot, Google Ads, Semrush, Dataiku, DataRobot, Vertex AI, Optimizely, AppsFlyer, Segment, and Fivetran, emphasizing their capabilities in transforming complex marketing data into actionable insights. Organized into five units, the book progresses from marketing intelligence and business analytics to customer behaviour analysis, digital campaign measurement, predictive and generative AI applications, and advanced attribution and data integration techniques. Particular attention is given to customer segmentation, conversion analysis, audience intelligence, campaign performance measurement, predictive forecasting, experimentation, and cross-channel optimization.

By connecting analytical concepts with practical software capabilities, this book helps readers understand how AI-powered tools support marketing strategy formulation, resource allocation, customer engagement, and measurable business outcomes. It is intended for students, researchers, marketing professionals, business analysts, digital strategists, and practitioners seeking to develop practical competencies in intelligent marketing analytics. The book also serves as a useful reference for understanding the evolving relationship between marketing technology, data science, and artificial intelligence in contemporary business environments. Through its tool-oriented structure and application-focused coverage, AI-Powered Marketing Analytics Tools aims to strengthen analytical thinking, promote informed technology selection, and equip readers to use marketing intelligence platforms effectively in increasingly competitive and data-intensive markets.