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Today's marketers do not utilize a 'one size fits all' approach to reach their customers; instead they rely on highly specific data models and results from test-and-learn experiments to market their products. Marketing Analytics provides the key analytical tools and techniques, and business case studies with real life scenarios to help marketing professionals make data-driven decisions. It is a 'must have' for anyone with a growth mindset. --Sagar Josh, Product Manager, M&T Bank There is a lot in this book that I wish I had known when I was building my first company. Marketing Analytics would have made a real difference as I built the marketing capabilities at Retail Relay. --Arnie Katz, Former Chief Product and Technology Officer, StubHub; Founder Retail Relay The ability for marketers to connect their actions to broader business objectives is crucial not only to market success, but also to their standing as a valuable strategic partner in revenue generation. Marketing Analytics provides the marketer with a practical framework to help them think through the ways marketing motions can impact quantitative business goals, balance their resource allocation, and analyze the ROI. --Tiffany Pillifant, Senior Director, Marketing Effectiveness, Information Technology & Services, Thomson Reuters

The ability for marketers to connect their actions to broader business objectives is crucial not only to market success, but also to their standing as a valuable strategic partner in revenue generation. Marketing Analytics provides the marketer with a practical framework to help them think through the ways marketing motions can impact quantitative business goals, balance their resource allocation, and analyze the ROI. --Tiffany Pillifant, Senior Director, Marketing Effectiveness, Information Technology & Services, Thomson Reuters Today's marketers do not utilize a 'one size fits all' approach to reach their customers; instead they rely on highly specific data models and results from test-and-learn experiments to market their products. Marketing Analytics provides the key analytical tools and techniques, and business case studies with real life scenarios to help marketing professionals make data-driven decisions. It is a 'must have' for anyone with a growth mindset. --Sagar Joshi, Product Manager, M&T Bank There is a lot in this book that I wish I had known when I was building my first company. Marketing Analytics would have made a real difference as I built the marketing capabilities at Retail Relay. --Arnie Katz, Former Chief Product and Technology Officer, StubHub; Founder, Retail Relay

There is a lot in this book that I wish I had known when I was building my first company. Marketing Analytics would have made a real difference as I built the marketing capabilities at Retail Relay. --Arnie Katz, Former Chief Product and Technology Officer, StubHub; Founder, Retail Relay Today's marketers do not utilize a 'one size fits all' approach to reach their customers; instead they rely on highly specific data models and results from test-and-learn experiments to market their products. Marketing Analytics provides the key analytical tools and techniques, and business case studies with real life scenarios to help marketing professionals make data-driven decisions. It is a 'must have' for anyone with a growth mindset. --Sagar Joshi, Product Manager, M&T Bank The ability for marketers to connect their actions to broader business objectives is crucial not only to market success, but also to their standing as a valuable strategic partner in revenue generation. Marketing Analytics provides the marketer with a practical framework to help them think through the ways marketing motions can impact quantitative business goals, balance their resource allocation, and analyze the ROI. --Tiffany Pillifant, Senior Director, Marketing Effectiveness, Information Technology & Services, Thomson Reuters

Author Information

Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.

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