Academics
Marketing Analytics gives marketing students, teachers, and professionals a practical guide to marketing decision models and marketing metrics. The book gives unified reference for various marketing analytics use cases across industries and diverse businesses, such as consumer packaged goods marketers, restaurants and hospitality, e-commerce, entertainment, etc. It provides nuances and trade-offs in using statistical/machine learning methods for various marketing decisions. It explains key marketing metrics and their use with an analytics technique. It gives common best practices of the industry with choice of methods for various decision problems.
Dr. Seema Gupta is a former Professor of Marketing at IIM Bangalore. She is also a corporate trainer, consultant, and a speaker. She is the author of the popular textbook Digital Marketing published by McGraw Hill. Her book is used by many top B-schools in India. She has also authored the book How People Buy Online published by Sage. She has published papers in reputed international journals such as Information Systems Research and Journal of Marketing Theory and Practice. She has presented papers in conferences across the world. She is the winner of the prestigious EFMD Best Global Case Writing Award and ISB-IVEY Best Case Award. Avadhoot Jathar is currently working as a Senior Data Scientist at Kantar. He has worked in marketing analytics consulting companies since completing his Fellow Program in Quantitative Marketing from IIM Bangalore in 2015. His experience in marketing analytics spans price elasticity studies, market mix models, probability models, scoring models for CRM, choice models for pricing, promo evaluations, In-Market testing, driver analysis in market research, and loyalty programs. At his workplace, he has mentored several colleagues on statistical and machine learning models for marketing problems
Seema Gupta and Avadhoot JatharAdd a review
Login to write a review.
Customer questions & answers