- Lays a foundational understanding of advanced marketing analytics topics such as market basket analysis, time series analysis and churn prediction, covering prescriptive, predictive and descriptive analysis
- Includes day-to-day tools and techniques marketing professionals use to analyses marketing data, so students gain practical understanding
- Learning features included worked examples, practical exercises, discussion questions for critical thinking and practical application
- Online resources: lecturer slides, instructor's manual with additional exercises, and data-sets
Advanced Marketing Analytics
Transform Data into Insights
Through theory and data-driven techniques this postgraduate textbook will help advanced students turn their marketing data into practical insights.
Key features at a glance
EAN: 9781398622869
Edition: 1
Published:
Format: 240x170
216 pages
About the book
This textbook is ideal for learning and understanding more advanced data and analytical techniques in marketing analytics.
Advanced Marketing Analytics by Nasir Salari provides postgraduate students with a clear and comprehensive pathway through the advanced concepts, methods and applications that define modern marketing analytics. Designed for students undertaking marketing analytics courses or degrees, it supports learners in developing critical data literacy and analytical skills, even with little or no prior coding experience.
This textbook builds a strong foundation across all three key areas of marketing analytics: descriptive, predictive and prescriptive, showing how each contributes to better marketing insight and decision making. It explores no-code to low-code analytical approaches, data preparation, A/B testing, Market Basket Analysis and the integration of AI, machine learning and big data into marketing practice. Understand how marketers use cluster analysis, data mining, visualisation, segmentation and other techniques to understand consumers, optimize campaigns and deliver measurable results.
Learning features include:
- defined learning objectives and practical exercises for structured study
- discussion questions and a key terms and formulae list to reinforce critical thinking
- online resources with PowerPoint slides
Combining academic rigor with industry practice, Advanced Marketing Analytics equips postgraduate students with the analytical mindset and practical tools to turn complex marketing data into strategical, evidence-based insights.
About the authors
Dr Nasir Salari is Senior Lecturer in Marketing and Academic Research Lead, based at Bath Spa University, UK. His expertise lies at the intersection of marketing and data science, with a particular focus on the application of advanced analytical techniques to marketing challenges.
Nasir Salari has written a definitive guide for the modern analytics era. While the book is rigorously focused on marketing, its frameworks are so robust that I found it equally valuable for two distinct purposes: refining a complex corporate marketing report and adopting it for my Master's level Management Information Simulation module.
The inclusion of real-world datasets, such as the bike-sharing case studies, alongside critical topics like Exploratory Data Analysis and unsupervised learning, makes this an invaluable resource. It is rare to find a text that bridges the gap between industry application and academic curriculum so effectively.
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