Mike Grigsby - Marketing Analytics: A Practical Guide to Real Marketing Science

Praise for marketing analytics

For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to know presented as a conversation with examples to boot! Youll definitely sound smarter in the boardroom after reading this book!

James Mourey, PhD and assistant professor of marketing at DePaul University (Chicago)

Marketing Analytics is a must-read for analytics practitioners and marketing managers seeking a comprehensive overview of the most actionable techniques that virtually any organization can apply to gain immediate benefits. Rather than complicate the book with technical details that may not be of interest to all readers, Dr Grigsby succinctly illustrates the concepts with real examples and provides references for analysts needing deeper guidance or theory. I wish Marketing Analytics had been published 15 years ago it wouldve saved me a lot of independent research!

W Dean Vogt, Jr, marketing research and analytics practitioner

Marketing Analytics is a practical guidebook written in a conversational tone that makes complex theories easily understood. The authors experience in the industry combined with his inherent gift for explaining everything a successful marketing analyst needs to know makes this book a must-read.

Katy Richardson, Founder and Principal, 214 Creative

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)

Mikes writing is straightforward and entertaining. He brings a conversational and relatable tone and approach to some fairly complex material. Sometimes marketers can take themselves a little too seriously, especially when it comes to the mathematical side of things. Mikes work reminds us to lighten up and have fun with it.

Katy Rollings, PhD, loyalty analyst at GameStop

The book summarizes all the critical topics in a consumer-focused analytic approach, and the cases are fun to read.

Ernan Haruvy, PhD, Professor of Marketing, UT Dallas

This book gives a broad overview of marketing analytics to people who dont have any related background Examples are explained to give readers a clearer idea. I think the book is worth a read for anyone who wants to become a marketing analyst.

Yuan Fang, MSc (marketing analytics candidate)

In one sentence, the role of marketing is to determine who the organization can serve and how it can best be done. To this end, Mike Grigsby escorts the reader through the difficult process of understanding, explaining, and anticipating customer behaviour, aptly delivered with the no-nonsense authority earned by veterans of marketing success. If Marketing Analytics is the class, Im sitting front row!

Allyn White, PhD

In his book 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, Mike 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 Mike 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

Mikes 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, Channel and Employee Analytics US Region, Aimia

I love your book! It offers a truly accessible guide to the basics and practice of marketing analytics. I especially like how you bring in your correct insights on e.g. the over reliance on competitive (vs consumer) behavior in marketing strategy.

Koen H Pauwels, Associate Professor at the Tuck School of Business, Dartmouth and zyein University, Istanbul

I found Marketing Analytics interesting and easy to comprehend. It has lucid descriptions along with the illustrations, which complement the text. Even a layman can understand, as there is no jargon or technical language used.

Sunpreet Kaur Sahni, Assistant Professor at GNIMT, PhD (marketing) Ludhiana, Punjab, India

This is an excellent read for people in the industry who work in strategy and marketing. This 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 was 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, VP, Shopper Marketing Digital Solutions Retailigence

I strongly recommend Marketing Analytics to both beginners and folks who dont have much background in statistics. A very precise book. Complicated topics around statistics, marketing and modelling are condensed very well in a much-simplified language, along with real-world examples and business cases, which makes it amusing to read and gives clear understanding about applications of the concepts. The book sets the ground with exactly what one needs to know from statistics as well as marketing, and runs through how these two, coupled with analytics, can help solve real-world business problems. Later, it also covers Market Research topics and concludes with the Capstone, covering application of all the methodologies to Digital Analytics. I believe that Marketing Analytics will be a handy reference or manual for students as well as marketing analytics professionals.

Sasmit Khokale, MS (MIS), Analytics Practitioner

I n 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.