Books: Marketing Analytics

Marketing Analytics Book Marketing Analytics: Strategic Models and Metrics gives marketing students and professionals a practical, structured, and comprehensive guide to marketing analytics. The book covers a variety of different strategic models and metrics to aid marketers in quantifying and monitoring their marketing efforts, as well as predicting their results. With the additional insight, marketers can make better decisions and maximize the effectiveness of their marketing budget.

The book includes almost 500 pages of text and nearly 400 figures, diagram, tables, and charts to illustrate the concepts. The book is also packed with current examples showing how marketing can indeed be measurable.

The book is ideal for analytics-related courses in upper-level undergraduate and lower-level graduate school programs. It is also recommended for business executives who are held accountable for results, and who want to show how their efforts relate to organizational outcomes.

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The course content table below includes chapter content, case studies (with supporting files), web resources, and relevant videos. The table also includes several sample syllabii to accommodate courses of different length. Each course variation uses the same book, "Marketing Analytics: Strategic Models and Metrics."

Case Study Solutions are available by going to the Contact page and sending a note requesting them. You must be an educator, a professional not taking a marketing analytics course, or a student with permission from your professor to get the case study solutions.

NOTE: This table is abbreviated. To access the full table contents, enter the required password at the top of the page.

General Disclaimer/ Limit of Liability: Although the author and publisher have made every effort to ensure that information in the book, and in content associated with the book, was correct at press time, the author and publisher do not assume and hereby disclaim any liability to any party for any loss or damages, including but not limited to special, incidental, consequential, or any other damages. The author and publisher make no representations or warranties with respect to the accuracy or completeness of the contents of the book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. This limit of liability and disclaimer of warranty extends to any goods or services associated with the work, or derivatives of the work, such as workbooks, videos, websites, seminars, webinars, and so forth. The advice and strategies contained in the book or related works may not be suitable for particular situations. The content in the book and related works should not be considered legal advice. Readers are advised to seek appropriate legal counsel or other professional assistance for their own situations. By using any content related with the book, you are hereby agreeing to the general disclaimer and limit of liability.

Marketing Analytics Master Content Table: Abridged

Course Content Case Studies Web Resources Videos
Syllabus Sample syllabus for Marketing Analytics I; 8 week course;
Sample syllabus for Marketing II; 8 week course;
Sample syllabus for 16 week course;
Sample syllabus for short 5 week intro course
Chapter 1.
(pdf); (ppt)
Case 1A.
Project Selection I
(pdf); (doc)
Case 1B.
Project Selection II
(pdf); (doc)
Career articles: "Data Analysts: The New Masters of the Universe"
"Hunt for Analytics Talent Hots Up"
Age of Analytical Marketing (1:19)
Chapter 2.
Market Insight
(pdf); (ppt)
Case 2.
Market Sizing: Laundry Detergent Market
(pdf); (doc)
Google Ninja: Search Tips; IBISWorld Industry Reports Business Research Basics (9:59); Finding NAICS Codes (2:24); Porter 5 Forces Model (13:12); Quick Market Metrics (6:00)
Analytics Project:
Model Development (pdf); (ppt)
Sample Project: Promotion Allocation:
Sample Project: Forecasting: (pdf);
Sample Project: Pricing: (pdf)
Group Project Teamwork Skills;
Tuckman's Team Model
Working in Groups (4:35)

"However beautiful the strategy, you should occasionally look at the results."
- Sir Winston Churchill