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ABOUT THE BOOK

With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions.

This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more.

This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use.

TABLE OF CONTENTS

1. Introduction to Marketing Analytics

A. Mansurali and P. Mary Jeyanthi

2. Statistics for Marketing

P. V. Chandrika, Sandeep Kelkar, and Archana Arjun Ghatule

3. Evolution of Data Analytics

S. Radha Rammohan

4. Segmentation and Targeting Analysis

S. Radha Rammohan

5. Important Marketing Metrics: A Snapshot

K. Nagarajan

6. Consumer Buying Behavior

Ishpreet Kaur Saini

7. Understanding Consumer Behavior Using Market Basket Analysis

B. Uma Maheswari and R. Sujatha

8. Neuromarketing Techniques for Consumer Analytics

Siddique Kadavathe Peedikayil

9. New Product Development

Lokesh Balasundaram

10. Natural Language Processing for Branding

V. D. Krishnaveni

11. Forecasting Sales and Price

P. V. Chandrika and Dr. Hema Doreswamy

12. Sales Prediction and Conversion

R. Sujatha and B. Uma Maheswari

13. Role of Supply Chain Analytics in Marketing Analytics

R Vanathi, R. Swamynathan, and S. Thilagavathi

14. Web and Social Media Analytics

M. Mallika Sankar, Fezeena Khadir, and P. Senthilmurugan

15. Marketing Analytics and Its Applications

V. Harish