Marketing Analytics Essential Tools for Data-Driven Decisions (Darden Business Series)

Building on the groundbreaking work of Cutting-Edge Marketing Analytics, the authors return with Marketing Analytics: Essential Tools for Data-Driven Decisions—a fully updated and expanded guide that reflects the evolving role of big data in the 2020s. This edition underscores how data-driven insights are now at the core of effective marketing, offering predictive, actionable guidance that empowers smarter decisions.

Through real-world cases and data sets, the book offers hands-on learning in applying analytics to practical marketing challenges. Readers will learn how to identify meaningful data, select the right analytical techniques, and connect marketing strategies with actual customer behavior. Case studies explore critical topics such as pricing strategy, customer segmentation, and optimizing digital marketing performance.

As big data becomes the most valuable asset for marketers, this book serves as a clear roadmap for leveraging its full potential to drive impactful marketing decisions and measurable results.