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Marketing Analytics: 2nd Edition
by Seema Gupta, Avadhoot Jathar (Author),
Wiley (Publisher)
Product Specifications
Book Description
About the Book: Marketing Analytics: 2nd Edition
Marketing Analytics offers students, educators, and practitioners a practical
guide to applying statistical, machine learning, and generative AI models to
marketing decisions. The book serves as a unified reference for key marketing
areas such as branding, product development, pricing, marketing mix, and
customer journey.
It addresses decision-making challenges across several industries, including
CPG, hospitality and restaurants, e-commerce, retail, and entertainment. The
text highlights trade-offs in inference based on industry-specific data, data
limitations, and regulatory norms governing data usage.
The book demonstrates use cases with models built using Microsoft Excel, R, and
Python—three widely used tools in the analytics
Book Specifications
ISBN-13 9789373320489
Language English
Binding Paper Back
Publisher Wiley
Publishing Date 2025-12
Total Pages 546