{"product_id":"principles-of-marketing-analytics","title":"Principles of Marketing Analytics","description":"\u003cb\u003eThis practical undergraduate textbook is ideal for understanding data-driven, analytical marketing skills.\u003c\/b\u003e\n\n\u003cb\u003e\u003ci\u003ePrinciples of Marketing Analytics\u003c\/i\u003e \u003c\/b\u003eis an introductory textbook for undergraduate and postgraduate marketing students. \u003cb\u003eIjeoma Onwumere\u003c\/b\u003e takes readers from foundational principles to applied insights of marketing analytics, developing the analytical mindset and confidence to make evidence-based marketing decisions.\n\nThis textbook explains how data drives segmentation, targeting, campaign optimization, and forecasting, bridging marketing theory with analytical practice. Students will learn to collect, analyse and interpret data and explore how technologies such as machine learning and generative AI are transforming the discipline.\n\nDesigned for both classroom learning and independent study, this textbook aligns with undergraduate modules in marketing analytics and digital marketing. It includes:\n\n- Frameworks      including AIDA Model (Awareness, Interest, Desire, Action), CRO (conversion      rate optimization) and TBL (triple bottom line) for applying analytics to      marketing challenges\n- Real-world      examples from Netflix, Walmart, Airbnb, Sephora, Nike and more that      connect theory and practice and shows how data-driven insights power measurable      impact\n- Exercises,      discussion questions, and chapter summaries to consolidate learning\n- Key      terms list and key learning points for quick review\n- Online      resources for lecturers, including slides and a teaching guide\n\nWhether studying marketing analytics or preparing for a data-informed career\u003cb\u003e, \u003ci\u003ePrinciples of Marketing Analytics\u003c\/i\u003e\u003c\/b\u003e equips students with the skills to make confident, data-driven marketing decisions.","brand":"Kogan Page Ltd","offers":[{"title":"Default Title","offer_id":55476844659032,"sku":"9781398623279","price":49.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781398623279_ac6a6094-d4c6-4bee-baa7-93d19119dbec.jpg?v=1778675471","url":"https:\/\/agendabookshop.com\/products\/principles-of-marketing-analytics","provider":"Agenda Bookshop","version":"1.0","type":"link"}