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This introductory textbook demystifies the complex field of marketing analytics, taking students on a journey from fundamental concepts to practical insights.

Ideal for undergraduate students, beginning to learn marketing analytics, Principles of Marketing Analytics covers:

- Data collection and measurement
- Customer segmentation and targeting
- Marketing campaign optimization
- Machine learning for marketing
- Forecasting future marketing trends

As well as web analytics, social marketing analytics and exploring the potential of generative AI for A/B testing and customer engagement. Learn how to implement data-driven marketing strategies through practical exercises and valuable insights. Online resources include PowerPoint slides and a guide for lecturers, and in-text features include a glossary, key learning points and real-world examples from companies such as Netflix and Airbnb.