Advanced marketing analytics: transform data into insights

This textbook provides postgraduate students with a clear and comprehensive pathway through the advanced concepts, methods and applications that define modern marketing analytics. Designed for students undertaking marketing analytics courses or degrees, it supports learners in developing critical data literacy and analytical skills, even with little or no prior coding experience. This textbook builds a strong foundation across all three key areas of marketing analytics: descriptive, predictive and prescriptive, showing how each contributes to better marketing insight and decision making. It explores no-code to low-code analytical approaches, data preparation, A/B testing, Market Basket Analysis and the integration of AI, machine learning and big data into marketing practice. Understand how marketers use cluster analysis, data mining, visualisation, segmentation and other techniques to understand consumers, optimize campaigns and deliver measurable results.