Grigsby - Marketing analytics: A practical guide to improving consumer insights using data techniques

With its focus on practicality, this book is an invaluable toolkit of frameworks to drive consumer-centric analytics initiatives across marketing organizations. It is unique in going beyond theoretical aspects and helping practitioners apply analytics to understand consumer behaviour and identify business opportunities. Grigsbys extensive experience makes it a must-read for marketing professionals of all levels. Anna Andrusova, Senior Data Analyst, JCPenney

This is an excellent read for people in the industry who work in strategy and marketing. It is one of the first books that I have read that covers the entire spectrum from demand, segmentation, targeting, and how results can be calculated. In an age where marketing is becoming more and more sophisticated, this book provides the tools and the mathematics behind the facts. Marketing Analytics is written with a scientific voice, but is very readable, with the science wrapped into everyday activities, based on a character we can all relate to, that are derived from these formulas, ultimately driving ROI. Elizabeth Johnson, CEO, PathFormance

Grigsbys book is the right blend of theory applied to the real-world large-scale data problems of marketing. Its exactly the book I wish Id had when I started out in this field. Jeff Weiner, Senior Director, Analytics, One10

An insightful, practical book for analytics marketing practitioners. It both entertains and serves as a handbook for marketing analytics. With easy-to-follow examples, Grigsby paints a clear picture of how to execute data analytics and its role in the larger marketing and organizational goals. Craig Armstrong, Director, Strategic Business Analysis, Targetbase

This is a great book for practitioners who have learned plenty of theories and want to learn how to apply methodologies. It is also a great, easy-to-read resource for anyone who does not have a deep theoretical background but wants to learn how analytics work in real life. Ingrid Guo, VP, Analytics, and Managing Director, Javelin Marketing Group (Beijing)

In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. Every chapter is an interesting journey for the reader.

What I like most about the book is its simplicity and how it applies to real work-related situations in which almost all of us have been involved while practising marketing of any sort. I also like how the author talks about tangible measurements of strategic recommended marketing solutions as well as how they add value to companies strategic endeavours. I highly recommend reading this book as it adds a completely new dimension to marketing science. Kristina Domazetoska, Project Manager and Implementation Consultant at Insala Talent Development and Mentoring Solutions

Marketing Analytics, second edition is a must-read for students and budding analytics professionals. The book illustrates concepts in statistics and marketing with real-world examples and provides solutions without getting too technical. It begins with basic statistical concepts required in the field of marketing analytics, then illustrates the application of these concepts to real-world business problems. It also touches upon concepts of big data analytics and, most importantly, what really IS an insight. This book is extremely conversational and entertaining to read and Ive found myself reaching for it on multiple occasions when Ive encountered various marketing-analytics-related problems, during both my student and professional life. Akshay Kher, Analytics Practitioner

Second Edition

A practical guide to improving consumer insights using data techniques

Mike Grigsby

Publishers note

Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publisher and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author.

First published in Great Britain and the United States in 2015 by Kogan Page Limited as Marketing Analytics: A practical guide to real marketing science

Second edition published in 2018

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:

2nd Floor, 45 Gee Street

London EC1V 3RS

United Kingdom

c/o Martin P Hill Consulting

122 W 27th St, 10th Floor

New York NY 10001

USA

4737/23 Ansari Road

Daryaganj

New Delhi 110002

India

www.koganpage.com

Mike Grigsby, 2015, 2018

The right of Mike Grigsby to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

ISBN 978 0 7494 8216 9

E-ISBN 978 0 7494 8217 6

Typeset by Integra Software Services, Pondicherry

Print production managed by Jellyfish

Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY

Test banks, datasets and PowerPoint lecture slides relating to chapters are available online at: www.koganpage.com/MarketingAnalytics2

In Marketing Analytics Mike Grigsby provides a new way of thinking about solving marketing and business problems, with a practical set of solutions. This relevant guide is intended for practitioners across a variety of fields, but is rigorous enough to satisfy the appetite of scholars as well.

I can certainly appreciate Mikes motivations for the book. This book is his way of giving back to the analytics community by offering advice and step-by-step guidance for ways to solve some of the most common situations, opportunities, and problems in marketing. He knows what works for entry, mid-level, and very experienced career analytics professionals, because this is the kind of guide he would have liked at these stages.

While Mikes education includes a PhD in Marketing Science, he also pulls from his vast experiences from his start as an Analyst, through his journey to VP of Analytics, to walk the reader through the types of questions and business challenges we face in the analytics field on a regular basis. His authority on the subject matter is obvious, and his enthusiasm is contagious, and best captured by my favourite sentence of his book: Now lets look at some data and run a model, because thats where all the fun is.