Marketing Analytics

Mike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.

Section - 00: Introduction;
Section - PART ONE: How can marketing analytics help you?;


Chapter - 01: Overview of statistics;
Chapter - 02: Consumer behaviour and marketing strategy;
Chapter - 03: What is an insight?;


Section - PART TWO: Dependent variable techniques;


Chapter - 04: Modelling demand and elasticity;
Chapter - 05: Polynomial distributed lags;
Chapter - 06: Using Poisson regression;
Chapter - 07: Logistic regression and market basket analysis;
Chapter - 08: Survival modelling and lifetime value;
Chapter - 09: Panel regression and same store sales;
Chapter - 10: Introduction to forecasting;


Section - PART THREE: Interrelationship techniques;


Chapter - 11: Simultaneous equations;
Chapter - 12: Principal components and factor analysis;
Chapter - 13: Segmentation overview;
Chapter - 14: Tools of segmentation;


Section - PART FOUR: Focus on media and loyalty;


Chapter - 15: Modelling marcom value;
Chapter - 16: Media mix modelling;
Chapter - 17: Overview of loyalty;
Chapter - 18: Loyalty with SEM;
Chapter - 19: The customer loyalty journey;


Section - PART FIVE: More important topics for everyday marketing;


Chapter - 20: Statistical testing;
Chapter - 21: Introduction to Big Data;
Chapter - 22: Conclusion - The finale;
Chapter - 23: References;
Chapter - 24: Further reading;

"In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science."

"Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field."