Marketing has undergone a remarkable transformation in the digital age. The enormous volume of information generated through customer transactions, websites, social media, mobile applications, online searches, and digital campaigns has made data an essential resource for modern marketing decisions. Organizations increasingly rely on analytics to understand customer behaviour, identify market opportunities, measure campaign effectiveness, optimize pricing, and create personalized customer experiences. Marketing Analytics has therefore emerged as an important discipline that connects marketing knowledge with data-driven decision-making.
In recognition of this changing business environment, Bangalore University, under the State Education Policy (SEP), has introduced Marketing Analytics for V Semester BBA students. This textbook has been prepared in accordance with the prescribed syllabus, with an emphasis on conceptual clarity, practical relevance, contemporary applications, and analytical thinking.
The book is organized into five comprehensive modules, covering the major dimensions of Marketing Analytics.
Module I, Introduction to Marketing Analytics
Module II, Customer and Market Analytics
Module III, Marketing Performance and Pricing Analytics
Module IV, Digital and Social Media Analytics
Module V, Advanced Applications, Ethics, and Emerging Trends
The book adopts a simple, systematic, student-friendly, and application-oriented approach, enabling learners to understand how analytics supports marketing decisions across the customer journey. It is intended not only to assist students in university examinations but also to develop competencies relevant to careers in marketing, digital marketing, sales, market research, business analytics, e-commerce, and customer relationship management.
Every effort has been made to align the contents with the prescribed Bangalore University SEP syllabus while maintaining academic and practical relevance. Constructive suggestions from students, teachers, academicians, and practitioners will be sincerely welcomed for future editions.
Contents –
MODULE – 1 INTRODUCTION TO MARKETING ANALYTICS
Meaning and scope of marketing analytics – Evolution from traditional marketing research to marketing analytics – Role of data in marketing decisions – Types of marketing data – Marketing metrics and KPIs – Descriptive, diagnostic, predictive, and prescriptive analytics in marketing – Data-driven marketing strategy – Applications of marketing analytics in product, pricing, promotion, and distribution decisions.
MODULE – 2 CUSTOMER AND MARKET ANALYTICS
Customer data and sources – Customer segmentation and targeting – Demographic, geographic, psychographic, and behavioral segmentation – Customer lifetime value (CLV) – Customer acquisition and retention analytics – Churn analysis (conceptual) – Market basket analysis (introductory) – Customer satisfaction and loyalty measurement – Net Promoter Score (NPS).
MODULE – 3 MARKETING PERFORMANCE AND ANALYTICS
Marketing performance measurement – Sales analytics – Market share analysis – Campaign effectiveness analysis – Marketing ROI – Pricing analytics – Price sensitivity and elasticity – Promotional analytics – Demand forecasting (introductory) – Dashboard-based performance monitoring.
MODULE – 4 DIGITAL AND SOCIAL MEDIA ANALYTICS
Digital marketing metrics – Website analytics: traffic, conversion, and bounce rate – Search engine analytics – Social media analytics: engagement, reach, impressions – Content analytics – Influencer marketing analytics – Online advertising analytics – Email marketing analytics – Tools overview: Google Analytics, social media dashboards (conceptual).
MODULE – 5 ADVANCED APPLICATIONS, ETHICS, AND EMERGING TRENDS
Predictive analytics in marketing (introductory) – Recommendation systems (conceptual) – AI and machine learning in marketing analytics (overview) – Marketing automation – Personalization and customer experience analytics – Data privacy and ethical issues in marketing analytics – Regulatory aspects of data usage – Emerging trends and future of marketing analytics – Case studies of analytics-driven marketing success.
