- Provides an accessible and step-by-step guide to providing actionable marketing insights through using analytical tools and techniques
- Shows how to analyze customer demand, market segmentation, customer loyalty and campaign success to increase conversion rates and engagement
- New to this edition: material on forecasting, customer touchpoints modelling, a new focus on customer loyalty and additional analytics techniques and approaches
- Supporting resources: Datasets, presentations slides for each chapter and a test bank of self-test questions