Data Analytics for Marketing

Preface

When I first started as a marketing data analyst, I felt lost. I already knew how to program in Python, and the basics of statistics and econometrics, but marketing analytics is a surprisingly deceptive field. It feels easy, but due to the nature of the data we work with, it involves more complex models than you initially thought; correlation is often confused with causation, and sometimes, you just feel like you are flying blind. Either that or you feel like a glorified pivot table maker. A lot of my knowledge then came from trial and error: testing techniques, reading up on new methods, and making mistakes… a lot of mistakes.

When I started managing and hiring a team of analysts, I sometimes felt that it would make my life easier if ...