Principles of Marketing Analytics, de Ijeoma Onwumere, 2026

Editorial: Kogan Page

Autor: Ijeoma Onwumere

Año de edición: 2026

Edición: 1

N° Páginas: 392

Tipo de pasta: Pasta blanda

Descripción: This practical undergraduate textbook is ideal for understanding data-driven, analytical marketing skills.Principles of Marketing Analytics is an introductory textbook for undergraduate and postgraduate marketing students. Ijeoma Onwumere takes readers from foundational principles to applied insights of marketing analytics, developing the analytical mindset and confidence to make evidence-based marketing decisions.This textbook explains how data drives segmentation, targeting, campaign optimization, and forecasting, bridging marketing theory with analytical practice. Students will learn to collect, analyse and interpret data and explore how technologies such as machine learning and generative AI are transforming the discipline.Designed for both classroom learning and independent study, this textbook aligns with undergraduate modules in marketing analytics and digital marketing. It includes:- Frameworksincluding AIDA Model (Awareness, Interest, Desire, Action), CRO (conversionrate optimization) and TBL (triple bottom line) for applying analytics tomarketing challenges- Real-worldexamples from Netflix, Walmart, Airbnb, Sephora, Nike and more thatconnect theory and practice and shows how data-driven insights power measurableimpact- Exercises,discussion questions, and chapter summaries to consolidate learning- Keyterms list and key learning points for quick review- Onlineresources for lecturers, including slides and a teaching guideWhether studying marketing analytics or preparing for a data-informed career, Principles of Marketing Analytics equips students with the skills to make confident, data-driven marketing decisions.