Table of contents

Section I: The Need for Marketing Analytics

Marketing Analytics and Marketing Research
Marketing Analytics: Data including Web Analytics
Descriptive Analysis
A Primer on Machine Learning for Marketing Analytics
Section II: Understanding the Consumer and Customer: Using Structured Data
Correlation and Regression
Experimental Design
Advertising Analytics
Consumer Perception, Consumer Preference and Customer Portfolio Management
Customer Acquisition
Customer Retention
Section III: Understanding the Consumer and Customer: Using Unstructured Data
Collecting and Understanding Social Media Data
Chapter 12: Visualizing Consumer Engagement
Chapter 13: Simulating Social Media Data Generating Mechanisms
Chapter 14: Analyzing Social Network Data
Chapter 15: Mining Meaning from Text
Chapter 16: Collecting Unstructured Data in Offline Marketing Research
Section IV: Putting it all together
Chapter 17: Coda

Designed primarily for the students of MBA specializing in Marketing and written in a lucid manner, the book will also be useful for marketing professionals trying to improve their understanding of marketing analytics.