Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segmenting data, testing campaign effectiveness, and forecasting demand.
Assuming no prior knowledge, Marketing Analytics introduces concepts relating to statistics, marketing strategy, and consumer behavior and then works through a series of problems by providing various data modeling options as solutions. By using this format of presenting a problem and multiple ways to solve it, this book both makes marketing science accessible to beginners and aids the more experienced practitioner in understanding the more complex aspects of data analytics to refine their skills and compete more effectively in the workplace.