Principles of Marketing Analytics: Understand Data-Driven Decision-Making

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:- Frameworks including AIDA Model (Awareness, Interest, Desire, Action), CRO (conversion rate opt