Advanced Marketing Analytics

This textbook is ideal for learning and understanding more advanced data and analytical techniques in marketing analytics.

Advanced Marketing Analytics by Nasir Salari provides postgraduate students with a clear and comprehensive pathway through the advanced concepts, methods and applications that define modern marketing analytics. Designed for students undertaking marketing analytics courses or degrees, it supports learners in developing critical data literacy and analytical skills, even with little or no prior coding experience.

This textbook builds a strong foundation across all three key areas of marketing analytics: descriptive, predictive and prescriptive, showing how each contributes to better marketing insight and decision making. It explores no-code to low-code analytical approaches, data preparation, A/B testing, Market Basket Analysis and the integration of AI, machine learning and big data into marketing practice. Understand how marketers use cluster analysis, data mining, visualisation, segmentation and other techniques to understand consumers, optimise campaigns and deliver measurable results.

Learning features include:

• defined learning objectives and practical exercises for structured study
• discussion questions and a key terms and formulae list to reinforce critical thinking
• online resources with PowerPoint slides

Combining academic rigour with industry practice, Advanced Marketing Analytics equips postgraduate students with the analytical mindset and practical tools to turn complex marketing data into strategic, evidence-based insights.