Applied Business Analytics for Marketing Decision-Making.

Format:

Book

Author/Creator:

Mendoza, Jose, author.

Language:

English

Subjects (All):

Business--Textbooks.

Business.

Marketing--Textbooks.

Marketing.

Physical Description:

1 online resource

Place of Publication:

[Place of publication not identified] New York University [2026]

Language Note:

In English.

Summary:

Applied Business Analytics for Marketing Decision-Making is an applied textbook designed to help students use data, analytical methods, and visualization to support marketing and business decisions. Written for graduate students in marketing, integrated marketing, business analytics, and related professional programs, the book assumes limited prior experience with programming or statistics and emphasizes conceptual understanding, practical application, and managerial interpretation.

Contents:

Front Matter

Chapter 1 Becoming an AI-Augmented Marketing Analyst

Chapter 2 Marketing Analytics As Decision Support

Chapter 3 Data, Measurement and Marketing Variables

Chapter 4 Data Preparation and Exploratory Analysis

Chapter 5 Descriptive Analytics and Customer Insights

Chapter 6 Segmentation and Targeting Analytics

Chapter 7 Relationships, Drivers, and Regression

Chapter 8 Predictive Modeling for Marketing Decisions

Chapter 9 Classification, Propensity, and Churn Models

Chapter 10 Forecasting Demand Sales and Campaign Performance

Chapter 11 Experiments, A/B Testing, and Causal Evidence

Chapter 12 Data Visualization for Analysis

Chapter 13 Data Visualization for Communication and Decision Making

Appendix A Python and Google Colab Quick Reference

Appendix B Common Marketing Metrics

Notes:

Description based on print resource