Marketing Analytics

About the Book

A research-based guide to marketing analytics organized around the First Principles of Marketing framework. The book takes a problem-centric approach to help students and practitioners choose the right analytics technique for a given marketing question, understand how it improves performance, and judge whether it's worth implementing — illustrated with a running case study and software-agnostic examples in R and Tableau.

• Chapter 1

  Introduction to Marketing Analytics Based on First Principles

• Chapter 2

  Understanding Marketing Principle #1: All Customers Differ

• Chapter 3

  Cluster Analysis for Segmentation

• Chapter 4

  Discriminant Analysis for Targeting and Classification

About the Authors

• Robert W. Palmatier

  Kermit O. Hanson Endowed Professor of Marketing and Research Director, Center for Sales and Marketing Strategy, University of Washington Foster School of Business

• J. Andrew Petersen

  Associate Professor of Marketing and Professor-in-Charge, Master of Marketing Analytics and Insights, Penn State Smeal College of Business

• Frank Germann

  Professor of Marketing and Chair of the Marketing Department, University of Notre Dame Mendoza College of Business