Table of Contents
Preface
Part 1: Fundamentals of Analytics
1
What is Marketing Analytics?
What is analytics?
An overview of marketing analytics
Why should we bother with marketing analytics?
Exploring different types of analytics
Descriptive analytics
Diagnostic analytics
Predictive analytics
Prescriptive analytics
Walking through the maze of tools and techniques
Beyond simple pivot tables
Why Python?
Modern challenges in the world of privacy-centric marketing
The importance of data engineering and tracking
Don’t moonlight as a data engineer
Web tracking is hard, and it is becoming harder
Summary
Further reading
2
Extracting and Exploring Data with Singer and pandas
Technical requirements
What is ETL, and why should you care?
Data pipelines ...
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