Advanced Marketing Analytics Transform Data into Insights

This textbook is ideal for learning and understanding advanced data and analysis techniques in the field of marketing analytics. Advanced Marketing Analytics by Nasser Salari provides graduate students with a clear, comprehensive path through the advanced concepts, methods, and applications that form the core of modern marketing analytics. Designed specifically for students enrolled in marketing analytics courses or programs, this book supports them in developing their analytical skills and basic data knowledge, even with little or no programming experience. This book lays a solid foundation in the three main areas of marketing analytics: descriptive, predictive, and prescriptive, showing how each improves marketing understanding and decision-making. The book explores analysis techniques, from simple to no-code, as well as data preparation, A/B testing, shopping cart analysis, and integrating artificial intelligence, machine learning, and big data into marketing practices. Learn how marketers use clustering analysis, data mining, visualization, segmentation, and other techniques to understand consumers, improve campaigns, and achieve measurable results. Learning features include: \- Specific learning objectives and practical exercises for structured study \- Discussion questions and a list of key terms and formulas to promote critical thinking \- Online resources with PowerPoint slides. Combining academic rigor and industry practice, Advanced Marketing Analytics Program** provides graduate students with the analytical mindset and practical tools to transform complex marketing data into evidence-based strategic insights.