We have great pleasure in presenting First edition “Marketing Analytics” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Marketing Analytics. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Module – 1 Introduction to Marketing Analytics
Learning Objectives
Introduction
Meaning of Marketing Analytics
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 Analytics
Diagnostic Analytics
Predictive Analytics
Prescriptive Analytics in Marketing
Data-driven Marketing Strategy
Applications of Marketing Analytics in Product
Pricing, Promotion and Distribution Decisions
Key Words
Review Questions
References
Module – 2 Customer and Market Analytics
Learning Objectives
Introduction
Customer Data and Sources
Customer Segmentation and Targeting
Demographic
Geographic
Psychographic and Behavioral Segmentation
Customer Lifetime Value (CLV)
Customer Acquisition
Retention Analytics
Churn Analysis (conceptual)
Market Basket Analysis (introductory)
Customer Satisfaction
Loyalty Measurement
Net Promoter Score (NPS)
Key Words
Review Questions
References
Module – 3 Marketing Performance and Pricing Analytics
Learning Objectives
Introduction
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
Key Words
Review Questions
References
Module – 4 Digital and Social Media Analytics
Learning Objectives
Introduction
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
Key Words
Review Questions
References
Module – 5 Advanced Applications, Ethics and Emerging Trends
Learning Objectives
Introduction
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
Key Words
Review Questions
References
