February 2026
Beginner to intermediate
392 pages
9h 58m
English
Content preview from Principles of Marketing Analytics
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Introduction
Part One Foundations of marketing analytics
Part One establishes the groundwork for understanding marketing analytics by presenting its definition, scope, methodologies and practical tools that enable evidence-based decision-making. Across three chapters, it introduces the field, emphasizes the role of data collection and management, and explains key marketing metrics that form the backbone of performance measurement.
Chapter 1 Introduction to marketing analytics
The opening chapter defines marketing analytics as the systematic use of data, statistical models and technology to evaluate and optimize marketing performance. It emphasizes why marketing analytics is increasingly critical in today’s dynamic and data-rich environment. ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.