Applied Marketing Analytics Using Python

It is vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.<br/><br/>Taking a very hands-on approach with the use of real-world datasets, case studies and Python, this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. <br/><br/>Supporting online resources include datasets and software codes and solutions as well as PowerPoint slides, a teaching guide and a testbank. This book is essential reading for advanced level marketing students and practitioners who want to become cutting-edge marketers.<br/><br/><strong>Dr Gokhan Yildirim</strong> is an Associate Professor of Marketing at Imperial College Business School, London.<br/><br/><strong>Dr Raoul V. Kübler </strong>is an Associate Professor of Marketing at ESSEC Business School, Paris.