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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.
- Published on: 2016-03-28
- Original language: English
- Dimensions: 9.00" h x .47" w x 6.00" l, 1.16 pounds
- Binding: Hardcover
- 248 pages
Review
"I strongly recommend Marketing Analytics to both beginners and folks who don't have much background in statistics.� A very precise book.��Complicated topics around statistics, marketing and modelling are condensed very well in a much-simplified language, along with real-world examples and business cases, which makes it amusing to read and gives clear understanding about applications of the concepts.��The books sets the ground with exactly what one needs to know from statistics as well as marketing, and runs through how these two, coupled with analytics, can help solve real-world business problems.� Later, it also covers Market Research topics and concludes with the Capstone, covering application of all the methodologies to Digital Analytics.��I�believe that Marketing Analytics will be a handy reference or manual for students as well as marketing analytics professionals." (Sasmit Khokale Analytics Practitioner)
"This is an excellent read for people in the industry who work in strategy and marketing.��This is one of the first books that I have read that covers the entire spectrum from demand, segmentation, targeting, and how results can be calculated.� In an age where marketing is becoming more and more sophisticated, this book provides the tools and the mathematics behind the facts.� Marketing Analytics is written with a scientific voice, but was very readable, with the science wrapped into everyday activities, based on a character we can all relate to, that are derived from these formulas, ultimately driving ROI." (Elizabeth Johnson VP, Shopper Marketing-Digital Solutions Retailigence)
"I found Marketing Analytics interesting and easy to comprehend.��It has lucid descriptions along with the illustrations, which complement the text.��Even a layman can understand, as there is no jargon or technical language used."
(Sunpreet Kaur Sahni Assistant Professor, GNIMT)
"Mike's book is the right blend of theory applied to the real world, large-scale data problems of marketing.��It's exactly the book I wish I'd had when I started out in this field." (Jeff Weiner Sr. Director, Channel and Employee Analytics-US Region, Aimia)
"For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to know presented as a conversation with examples to boot! You'll definitely sound smarter in the boardroom after reading this book!" (James Mourey, PhD and Assistant Professor of Marketing DePaul University)
"In one sentence, the role of marketing is to determine who the organization can serve and how it can best be done.��To this end, Mike Grigsby escorts the reader through the difficult process of understanding, explaining, and anticipating customer behaviour, aptly delivered with the no-nonsense authority earned by veterans of marketing success.� If Marketing Analytics is the class, I'm sitting front row!" (Allyn White PhD)
"This book gives a broad overview of marketing analytics to people who don't have any related background....[E]xamples are explained to give readers a clearer idea. I think the book is worth a read for anyone who wants to become a marketing analyst." (Yuan Fang MSc (Marketing Analytics candidate))
"Offers a truly accessible guide to the basics and practice of marketing analytics." (Koen Pauwels, Professor of Marketing at Ozyegin University, Istanbul and Honorary Professor at the University of Groningen)
"Marketing Analytics is a must-read for analytics practitioners and marketing managers seeking a comprehensive overview of the most actionable techniques that virtually any organization can apply to gain immediate benefits.... Dr. Grigsby succinctly illustrates the concepts with real examples and provide references for analysts needing deeper guidance or theory. I wish Marketing Analytics was published 15 years ago - it would've saved me a lot of independent research!" (W. Dean Vogt, Jr. Marketing Research and Analytics Practitioner)
"Marketing Analytics is a practical guidebook written in a conversational tone that makes complex theories easily understood. The author's experience in the industry combined with his inherent gift for explaining everything a successful marketing analyst needs to know makes this book a must-read." (Katy Richardson Founder and Principal, 214 Creative)
"In his book Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges.� By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Mike recommends scientific and innovative solutions to common marketing problems in the current business environment.� Every chapter is an interesting journey for the reader.
What I like most about the book is its simplicity and how it applies to real work-related situations in which almost all of us have been involved while practising marketing of any sort.��I also like how Mike talks about tangible measurements of strategic recommended marketing solutions as well as how they add value to companies' strategic endeavours.� I highly recommend reading this book as it adds a completely new dimension to marketing science." (Kristina Domazetoska Project Manager and Implementation Consultant, Insala)
"Marketing Analytics is a good resource for someone who has just started out in analytics or has interest in marketing analytics. The introduction to the theory and concept behind using a particular technique to solve a specific problem helps the reader better understand the application of statistical methods. The detailed business cases, explained in story form help see the real-world example of the analytical model adopted for the problem." (Prasanna Bidkar Right Mix Technologies)
About the Author
Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of practitioner experience at the forefront of marketing science and data analytics, he now heads up the strategic retail analysis practice at Targetbase. He�is also known for his academic work, having written articles for academic and trade journals, and currently teaches�at the University of Texas at Dallas.�He is a regular speaker at trade conventions and seminars.
Most helpful customer reviews
0 of 0 people found the following review helpful.
A reasonable primer on marketing analytics
By Wilson Morcom
This book is a reasonable starter on the subject matter but it did not really hit the mark for me. The author obviously had good intentions - creating a fictional marketing analytics professional who is tasked with an array of marketing problems to better illustrate the themes addressed in the body of the book. He also tries to adopt an informal tone in an effort to make the technical orientation of the text more digestible and concludes each chapter with a "You'll be the Smartest Person in the Room if..... section, but this technique falls short (IMHO).
Granted, marketing analytics is a complex subject area and some knowledge of statistics, econometrics and decision analytics is the price of entry and he does a solid job of explaining the technical details. He starts by revisiting some basic statistics concepts and then moves on to discuss CLTV, lift models, segmentation, experimentation (A/B testing) and more. The chapter on marketing research is worthwhile but still seemed out of place.
Overall, this book is probably best suited to students seeking a good primer on marketing analytics. More demanding readers should look elsewhere.
0 of 0 people found the following review helpful.
FINALLY, SOMETHING PERFECT FOR STUDENTS
By Amazon Customer
I teach a class in analytics and just used this book as a text. I have searched for just such a book. There are many textbooks in econometrics, decision analysis and statistics. I needed one was focused on marketing (rare) and accessible to students (very rare) but dealt the difficulties involved in marketing (even rarer). (I had thought of writing my own book, especially one did not skirt the real complexities of marketing.) But this text treats testing / propensity modeling, media mix / marcom valuation, lifetime value, segmentation, demand modeling, market basket, propensity modeling / targeting, etc. This even deals with elasticity--something I had ignored my whole life. I am now adding elasticity modeling to my syllabus! Students love book--it is direct and straightforward and engaging. Several told me they even liked reading it--there are a few even humorous pages. The author is not a academic (a few subject lightly / overly simply treated) but has obvious corporate background. Highly recommend!
1 of 1 people found the following review helpful.
JUST WHAT I NEEDED
By grey2m
This is just what I needed. (I wish it would have been available when I was a student or when I was just starting as an analyst.) BTW, it's FUN--actually fun!-- to read. The business cases make it practical and application-oriented. Terrific.
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