Contents: 1. Big Data and Marketing Analytics 2. Exploratory Research Design 3. Descriptive Research Design 4. Causal Research Design 5. Other Topics in Research and Analytics 6. Analytics 1: Big Data 7. Analytics 2: Marketing Analytics Index
G. Scott Erickson, Professor of Marketing, School of Business, Ithaca College, US
'This is a wonderfully well-written, highly readable, book that
covers the rapidly changing and increasingly complex landscape of
data-driven marketing in depth. The distance traveled from ''Mad
Men-esque'' focus groups to sophisticated inferential analyses of
vast data arrays is very well captured. Erickson's use of
real-life, and very current, examples, to frame critical issues and
explain key concepts and details is remarkable. The reader often
feels as if he/she is virtual member of a marketing analytics
workgroup working on problems for firms like Tesco, Bloomberg,
Lego, LiveAnalytics, Amazon, and others.'
--Charles R. Christian, former Director of Employee Analytics,
Johnson & Johnson
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