Marketing Analytics

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.Frank Germann is Associate Professor of Marketing at the University of Notre Dame, USA.J. Andrew Petersen is an Associate Professor of Marketing at the Pennsylvania State University, USA.

“What is special about this book is that analytics is introduced as an integral part of marketing strategy and marketing decision making. The four First Principles of Marketing (MPs) serve as a framework where most of the critical and commonly seen marketing problems can be found...the book covers every tool that I would like my students to have when they walk out of a marketing analytics class… Everything that an instructor would want is included…This is a well-organized text with the latest knowledge from the field.”

• Chapter 1 – Introduction to Marketing Analytics Based on First PrinciplesPART ONE – ALL CUSTOMERS DIFFERChapter 2 – Understanding Marketing Principles #1: All Customers DifferChapter 3 – Cluster Analysis for SegmentationChapter 4 – Discriminant Analysis for Targeting and ClassificationChapter 5 – Perceptual and Preference Mapping for Competitive PositioningPART TWO – ALL CUSTOMERS CHANGEChapter 6 – Understanding Marketing Principle #2: All Customers ChangeChapter 7 – RFM AnalysisChapter 8 – Logistic RegressionChapter 9 – Customer Lifetime ValuePART THREE – ALL COMPETITORS REACTChapter 10 – Understanding Marketing Principle #3: All Competitors ReactChapter 11 – Survey Design and Testing to Derive Customer InsightsChapter 12 – Conjoint Analysis for Product and Pricing DecisionsChapter 13 – Forecasting Sales for New ProductsPART FOUR – ALL RESOURCES ARE LIMITEDChapter 14 - Understanding Marketing Principle #4: All Resources are LimitedChapter 15 – Using Marketing Mix Models to Optimize the Marketing MixChapter 16 – Using Marketing Experiments to Optimize the Marketing MixChapter 17 – Using Topic Models to Glean Customer Insights