In today’s dynamic business environment, marketing decisions can no longer rely solely on intuition or past experience. The availability of vast amounts of data, advancements in technology, and the increasing complexity of consumer behaviour have made Marketing Analytics – I an indispensable part of modern management education and practice. This book, Marketing Analytics – I, has been designed specifically for BBA third year students to bridge the gap between marketing theory and data-driven decision-making.
The primary objective of this book is to provide students with a clear understanding of how data can be transformed into insights that guide marketing strategies. Beginning with the fundamentals of marketing metrics and research design, the book progressively introduces students to analytical tools, techniques, and software applications that are widely used in industry. Topics such as customer segmentation, predictive modeling, digital analytics, campaign evaluation, and ROI measurement are discussed with practical examples and case studies.
This book follows a practice-oriented approach. Every chapter includes illustrative examples, mini cases, and exercises that encourage students to apply concepts to real-life business situations. While technical concepts are introduced, the emphasis remains on interpretation and decision-making rather than complex mathematics, making it accessible to students from diverse academic backgrounds.
Contents –
1. Introduction To Metrics
2. Pricing
3. Forecasting
4. Forecasting in the Event of Special Events
5. Product Related Decision
Question Bank