Chapter Resources
Datasets, R and Python scripts, and Tableau workbooks for each chapter, plus video walkthroughs of the book's examples.
Video walkthroughs currently cover the R and Tableau examples only. Walkthroughs for the R-only and Python-only examples are coming soon.
Getting Started: Software Setup
Run the setup script for your language once before working through the chapter examples. It installs the packages the examples use and checks that each one loads.
- 00 - Install and Test Python Packages.pyPython Script
- 00 - Install and Test R Packages.RR Script
Chapter 1
Introduction to Marketing Analytics Based on First PrinciplesIntroduces the First Principles of Marketing framework used to organize the book and explains how to match analytics techniques to marketing problems.
All Customers Differ
Chapter 2
Understanding Marketing Principle #1: All Customers DifferEstablishes why customer heterogeneity matters and previews the segmentation, targeting, and positioning techniques covered in this part.
Chapter 3
Cluster Analysis for SegmentationCovers clustering methods for grouping customers into distinct, actionable segments based on shared characteristics or behavior.
7 example files · 1 video
Chapter 4
Discriminant Analysis for Targeting and ClassificationApplies discriminant analysis to classify customers into segments and target them more effectively.
7 example files · 1 video
Chapter 5
Perceptual and Preference Mapping for Competitive PositioningUses perceptual and preference mapping to visualize competitive positioning and identify white space in the market.
10 example files · 2 videos
All Customers Change
Chapter 6
Understanding Marketing Principle #2: All Customers ChangeExplains why customer relationships evolve over time and previews the techniques used to track and respond to that change.
Chapter 7
RFM AnalysisIntroduces Recency, Frequency, and Monetary (RFM) analysis for identifying which customers are most valuable and most at risk.
6 example files · 1 video
Chapter 8
Logistic RegressionApplies logistic regression to predict binary customer outcomes such as churn, response, or conversion.
6 example files · 1 video
Chapter 9
Customer Lifetime ValueCovers customer lifetime value (CLV) modeling and its use in prioritizing retention and acquisition spend.
4 example files · 1 video
All Competitors React
Chapter 10
Understanding Marketing Principle #3: All Competitors ReactFrames competitive dynamics as a core constraint on marketing strategy and previews this part's analytical techniques.
Chapter 11
Survey Design and Testing to Derive Customer InsightsCovers survey design and testing methods for gathering reliable customer insight to inform competitive strategy.
4 example files · 1 video
Chapter 12
Conjoint Analysis for Product and Pricing DecisionsApplies conjoint analysis to quantify how customers trade off product features and price.
8 example files · 3 videos
Chapter 13
Forecasting Sales for New ProductsIntroduces forecasting and diffusion methods for estimating demand and sales trajectories for new product launches.
7 example files · 1 video
All Resources Are Limited
Chapter 14
Understanding Marketing Principle #4: All Resources Are LimitedFrames budget and resource allocation as a core marketing constraint and previews this part's optimization techniques.
Chapter 15
Marketing Mix ModelsCovers marketing mix modeling for measuring channel effectiveness and optimizing resource allocation across the marketing mix.
6 example files · 1 video
Chapter 16
Using Marketing Experiments to Optimize the Marketing MixCovers designing and analyzing marketing experiments to test and optimize marketing mix decisions.
8 example files · 2 videos
Chapter 17
Using Topic Models to Glean Customer InsightsApplies topic modeling to unstructured text data (reviews, social media, support tickets) to surface customer insights.
4 example files · 2 videos