Principles of Marketing Analytics

Understand Data-Driven Decision-Making
1. Auflage 2026
ISBN: 978-1-3986-2329-3
Verlag: Kogan Page

Buch, Englisch, 392 Seiten, Format (B × H): 175 mm x 250 mm, Gewicht: 857 g

This practical undergraduate textbook is ideal for understanding data-driven, analytical marketing skills.

Principles of Marketing Analytics is an introductory textbook for undergraduate and postgraduate marketing students. Ijeoma Onwumere takes readers from foundational principles to applied insights of marketing analytics, developing the analytical mindset and confidence to make evidence-based marketing decisions.

This textbook explains how data drives segmentation, targeting, campaign optimization, and forecasting, bridging marketing theory with analytical practice. Students will learn to collect, analyse and interpret data and explore how technologies such as machine learning and generative AI are transforming the discipline.

Designed for both classroom learning and independent study, this textbook aligns with undergraduate modules in marketing analytics and digital marketing. It includes:

- Frameworks including AIDA Model (Awareness, Interest, Desire, Action), CRO (conversion rate optimization) and TBL (triple bottom line) for applying analytics to marketing challenges
- Real-world examples from Netflix, Walmart, Airbnb, Sephora, Nike and more that connect theory and practice and shows how data-driven insights power measurable impact
- Exercises, discussion questions, and chapter summaries to consolidate learning
- Key terms list and key learning points for quick review
- Online resources for lecturers, including slides and a teaching guide

Whether studying marketing analytics or preparing for a data-informed career, Principles of Marketing Analytics equips students with the skills to make confident, data-driven marketing decisions.

Autoren/Hrsg.

Onwumere, Ijeoma

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 00: Introduction; Section - ONE: Foundations of marketing analytics; Chapter - 01: Introduction to marketing analytics; Chapter - 02: Data collection and measurement - best practices for collecting, organizing and storing marketing data; Chapter - 03: Key marketing metrics; Section - TWO: Marketing analytics in action; Chapter - 04: Marketing analytics in action - customer segmentation and targeting; Chapter - 05: Marketing campaign optimization - leveraging data to improve campaign effectiveness; Chapter - 06: Social media analytics - tracking performance and engaging customers online; Chapter - 07: Web analytics - analysing website traffic and user behaviour to optimize user experience; Section - THREE: Advanced marketing analytics - predictive modelling and beyond; Chapter - 08: Predictive modelling - forecasting trends and customer behaviour; Chapter - 09: Marketing attribution - evaluating channels and touchpoints; Chapter - 10: Machine learning for marketing - automating and enhancing decisions; Chapter - 11: The rise of generative AI in marketing; Chapter - 12: Answers to the multiple-choice quizzes;

Über Autor(innen)

Onwumere, Ijeoma
Ijeoma Onwumere is Lecturer in Fashion Marketing at the Manchester Fashion Institute, Manchester Metropolitan University, and a data-driven marketing practitioner with more than ten years of experience blending commercial strategy, creative marketing practice and analytical rigour.

She holds a PhD and BA (Hons) in Marketing from the University of Huddersfield and an HND in Marketing from the Federal Polytechnic Nekede, Owerri, Nigeria. Her doctoral research examined the influence of service quality on the perceptions and satisfaction of international students.
Before transitioning into academia, Ijeoma worked in the banking sector in customer-facing roles including Customer Advisor, Teller and Foreign Exchange Advisor at Standard Chartered Bank Nigeria and Santander Bank in the UK.
Deeply committed to preparing students and industry professionals for a data-first future, Ijeoma teaches Marketing Analytics, Digital Marketing, Business Analytics and Global Fashion Strategy across undergraduate and postgraduate programmes. She is a regular speaker at industry and academic conferences, contributes research and commentary on marketing, sustainability and fashion-tech, and advises several early-stage business start-ups.
She is based in Manchester, where she attempts business, hobbies and to keep her houseplants alive between teaching and marking seasons.

Ijeoma Onwumere is a lecturer and academic researcher in Fashion Business and Marketing analytics at Manchester Metropolitan University, UK. Her specific area of focus lies is digital marketing, marketing analytics, service quality, sustainability and business analytics.