Part One Foundations of marketing analyticsChapter 1 Introduction to marketing analyticsChapter 2 Data collection and measurement – best practices for collecting, organizing and storing marketing dataChapter 3 Key marketing metricsOverall contribution of Part OnePart Two Marketing analytics in actionChapter 4 Marketing analytics in action – customer segmentation and targetingChapter 5 Marketing campaign optimizationChapter 6 Social media analyticsChapter 7 Web analyticsOverall contribution of Part TwoPart Three Advanced marketing analytics: Predictive modelling and beyondChapter 8 Predictive modelling – forecasting trends and customer behaviourChapter 9 Marketing attribution – evaluating channels and touchpointsChapter 10 Machine learning for marketing –automating and enhancing decisionsChapter 11 The rise of generative AI in marketing