Essentials of Marketing Analytics

Essentials of Marketing Analytics, 1st Edition, is a textbook designed to instruct undergraduate and graduate students on addressing marketing problems with analytical tools. The volume emphasizes that the starting point in learning analytics involves understanding the primary marketing challenge and identifying the right business questions to ask.

The text addresses foundational topics such as data management, exploratory techniques, and data visualization. It also introduces analytical methods for supervised and unsupervised learning, as well as emerging approaches in digital marketing analytics.

To support academic coursework, the textbook includes a student learning package delivered through the McGraw Hill Connect platform to assist learners throughout their studies.