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Why Marketing Analytics?

You are reading this post because you want to train yourself in Marketing Analytics. Particularly, you are looking for the best Marketing Analytics books available in the market so that you can start exploring this domain.

Certainly, we shall discuss some of the best books on this subject. But, before we start it’s good to understand what this subject is all about.

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As the name suggests, Marketing Analytics involves analyzing data gathered from any marketing activity. In other words, successful businesses use various analytical tools and techniques to decipher consumer behaviour patterns and their purchase decisions. Consequently, this understanding helps organizations design their marketing strategies and optimize their investments.

In a nutshell, Marketing analytics is not just a collection of data. Instead, it provides precious insights, which otherwise would have been missed. Marketing Analysts, hence, play a pivotal role in shaping the marketing decisions of organizations.

As a result, organizations value their contribution significantly and consider them valuable assets.  Quite evidently, therefore, Marketing Analytics is a promising career path and is definitely worth pursuing.

So, to support you on your journey to groom yourself as a successful marketing analyst, we present here a list of the top 10 Marketing Analytics books. Note that the summary of each book along with a brief word on its author will help you decide the ones that you should go for.

So, read on…

1. Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

About the book:

This Marketing Analytics book is an absolute must for every marketer to survive in today’s world of cutthroat competition. Its data-driven approach enables you to design your marketing expenditures so that you can gain optimum Returns on Investment. This book:

  • Shares new research findings from the Kellogg School of Management specifically in the field of Marketing Analytics
  • Presents a detailed discussion on each of the 15 key metrics every marketer should surely track
  • Contains data from a survey on strategic marketing performance management conducted across 250+ Fortune 1000 firms
  • Uses examples to explain how to apply the principles of Marketing Analytics in small and large organizations

About the author: Mark Jeffrey

Founder and CEO of Aquimo Inc, an eSports platform catering to a wide range of sports, Mark Jeffrey possesses rich management and consulting experience. Notably, he has been a faculty at the Kellogg School of Management. During his tenure, he conducted several surveys and published numerous books and journals on science and technology.

In addition, for more than 10 years he has had 26 case studies published via Harvard Business School Press. These case studies have been used by more than 250,000 MBA and executive students across the globe.

2. Lean Analytics: Use Data to Build a Better Startup Faster

About the book

As the name suggests, this Marketing Analytics book is a must-have for any entrepreneur daring to enter the market. This is because one common challenge is to come up with a product that people want. Note that this is where Lean Analytics pitches in. This book:

  • Trains you on using loads of data all around you
  • Prepares you to apply analytics coupled with lean and agile principles
  • Provides a rich collection of case studies and inputs shared by 100+ industry leaders to particularly help you deal with real-life problems
  • Teaches you to use a host of tools particularly essential for any smart startup

Overall, this book helps every entrepreneur to evaluate their own idea, find the right market, finalize the product to build, design the revenue model, and spread awareness about the product.

About the authors: Alistair Croll, Benjamin Yoskovitz

Alistair Croll

Based in Montreal, Canada, Alistair has been an author, public speaker, and entrepreneur over the last 20 years. In fact, he is credited for founding several start-ups – Coradiant, Rednod, CloudOps, Bitcurrent, and Year One Labs being some of them. Additionally, as an author, he has written books on analytics, web performance, and IT operations. Lean Analytics is one of his major contributions.

Benjamin Yoskovitz

Co-founder of Standout Jobs and Year One Labs, Ben is an entrepreneur with over 15 years of experience in web business. Important to note that he has shared his rich experience in mentoring several startups. Additionally, in his role as a writer, he has authored “Instigator Blog”. Also, Ben has been a regular speaker at conferences across the globe.

3. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

About the book

You realize data is the power that can help you make informed marketing decisions, but where do you start? Particularly, you are planning to explore the domain of social media marketing. Well, just pick up this Marketing Analytics book and you find how the immense volume of data available all around you can be leveraged to draw meaningful marketing insights. This book:

  • Teaches you to break down data to solve real-life problems
  • Guides you to move from data to decisions to actions, and finally results
  • Trains you to select specifically those metrics that help you to analyze and understand the data correctly
  • Equips you to use social media data for strategic planning and product development
  • Enables you to use tools, processes, and algorithms for accurately measuring the performance of paid social media channels
  • Educates you to understand the dynamics of surveys and focus groups

About the authors: Chuck Hemann, Ken Burbary

Chuck Hemann

Working as Managing Director of Analytics/Head of Digital Analytics at W2O, Chuck has spent the past 14 years providing consultancy on digital analytics, measurement, online reputation, and social media. Prior to his current role, Chuck served as Global Director of Digital and Paid Media Analytics at Intel Corporation. Additionally, he has worked with global brands like Intel, P&G, and Verizon, to name a few.

Ken Burbary

Working as a Consultant and Digital Marketing Professor at Cornell Johnson Graduate School of Management, Ken possesses 20+ years of rich experience in the fields of online marketing and advertising. Important to note that by virtue of his long association with international brands like American Express, Bank of America, P&G, and GM, Ken has developed deep expertise in digital and social media.

4. Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity

About the book

Authored by thought leader Avinash Kaushik, this Marketing Analytics book is a bold step towards reshaping your thoughts about analytics. In fact, if you are one of those overwhelmed by challenges thwarting your business, this is just the right tool for you to come out of the web of uncertainty and indecision. This book:

  • Provides suggestions to help you create a practical business strategy
  • Teaches you to apply analytical techniques correctly
  • Helps you measure the effectiveness of social media and multichannel campaigns
  • Trains you to listen to the Voice of your Customer

Interestingly, this book will help you emerge as a master in web analytics and hence become an extremely valuable asset for your organization. Go ahead and grab your copy now…

About the author: Avinash Kaushik

Working as a Digital Marketing Evangelist at Google, Avinash is a blogger, author, and public speaker, all rolled into one. And he performs each of his roles with elan. This is primarily because he is driven by his passion for teaching you all possible ways in which you can use Artificial Intelligence to draw up business strategy and fine-tune your decision-making process.

Avinash has recently won the Statistical Advocate of the Year award from the American Statistical Association, the Most Influential Industry Contributor from the Digital Analytics Association, and the Rising Star award from the Direct Marketing Educational Foundation. A stellar achievement indeed.

5. Marketing Analytics: Data-Driven Techniques with Microsoft Excel

About the book

You have often heard that data-driven analytics can help you understand your customers better and optimize your business investments. This sounds great as a theory, but how does one put it into practice? Get this Marketing Analytics book and you will find answers to all your questions at your fingertips. This book:

  • Shows how can use Excel to perform advanced statistical business analyses
  • Helps you to identify and retain profitable customers
  • Trains you to specifically avoid high-risk customers
  • Enables you to forecast sales and certainly improve the response of your marketing campaigns
  • Teaches you how to optimize the price of your products and services and design your store layouts
  • Prepares you to make optimal use of all forms of online marketing

The best thing I like about this book is its rich collection of practical exercises where you can apply the techniques learned in the book to solve real-life problems. In other words, this book prepares you to boost your marketing results using a wide array of Excel-based techniques.

About the author: Wayne L. Winston

Professor Emeritus of Decision Sciences at the Kelley School of Business at Indiana University and a visiting Professor at the University of Houston, Wayne L. Winston is awarded with 40+ teaching awards. In fact, he has won the prestigious Top MBA Teaching Award 6 times – a rare feat indeed. In addition, he has acted as a consultant with many international brands. Important to note that he has authored nearly 25 research articles and a dozen books on subjects including Marketing Analytics, Operations Research, Data Analysis and Business Modelling.

6. Successful Analytics: Gain Business Insights by Managing Google Analytics

About the book

The interesting feature of this Marketing Analytics book that sets it apart from the rest is the training it provides you on analyzing the data, Google Analytics, to be precise. Therefore, this book is suitable for:

  • Digital analysts already working with data and are keen to pursue further specialization in analytics
  • Managers dealing with data and eager to master the power of Google Analytics to draw insights for framing an organization’s digital strategy
  • Students desiring to be successful with Google Analytics

Overall, this book aims to:

  • Train you on Google Analytics so that you can use your organization’s data to frame effective decisions
  • Guide you on the principles of teamwork so that you can successfully manage the gap between practitioners and senior managers
  • Teach you to collect the best quality data that you and the organization can rely upon

About the author: Brian Clifton

Co-founder of Verified Data – cloud-based Google Analytics audit tool and Director of Analytics at Search Integration, Brian is recognized globally as a Google Analytics expert. By virtue his books have already sold more than 100,000 copies worldwide, he has helped shape the industry. Moreover, he has shared his vast knowledge and experience as a guest lecturer at the University College London and the Stockholm School of Economics.

7. Marketing Analytics: Essential Tools for Data-Driven Decisions

About the book

As the name suggests, this Marketing Analytics book is all about harnessing the immense power of big data for Marketing Analytics. While you progress through the chapters you realize how big data analytics drives forward-looking predictions that, in turn, power your marketing decisions. This book:

  • Presents a rich collection of examples and case studies to give you a flavour of the real world
  • Describes the techniques for identifying relevant data and choosing the best analytics technique
  • Explains the relationship between marketing plans and customer behaviour
  • Helps you set the optimum price for your offering
  • Enables you to design effective digital marketing campaigns

About the authors: Rajkumar Venkatesan, Paul W. Farris, Ronald T Wilcox

Rajkumar Venkatesan

Professor of Business Administration at the Darden Business School at the University of Virginia, Raj is a researcher and a consultant. He is also a teacher covering a wide range of topics, including Artificial Intelligence, digital strategy, marketing, and analytics.

Apart from authoring several books, he has penned dozens of articles and case studies. Additionally, the tools he has developed help marketers and analysts collaborate more effectively in shaping effective business strategies.

Paul W. Farris

Professor Emeritus at the University of Virginia, Paul has authored many award-winning articles on retail power, advertising effects, and marketing budgeting. Currently, he is working on developing techniques for integrating marketing and financial metrics. Apart from being associated with several global brands such as Unilever, P&G, IBM etc. he has served as an academic trustee on the Board of the Marketing Science Institute.

Ronald T Wilcox

Professor of Business Administration and Associate Dean of the MBA for Executives Program at the University of Virginia, Ronald delivers a host of Executive education programs. In addition to being a teacher, he is credited with path-breaking research in the marketing of financial services and its integration with public policy.

8. Marketing Analytics: Based on First Principles

About the book

True to its name, this Marketing Analytics book talks about the fundamentals of Marketing Analytics along with a detailed discussion on data analytics techniques. The book:

  • Describes a robust framework applying data analysis techniques to solve marketing problems
  • Presents an action-oriented approach to solving complex marketing issues
  • Teaches you to use strong evidence based on data to make effective marketing decisions

Additionally, the book adopts the pedagogical approach using a rich collection of examples and case studies to explain the principles. Moreover, the companion website offers a bonus in the form of a rich repository of classroom instruction slides, videos, and walkthroughs on the examples and data sets used in the book. Interestingly, the instructors too benefit from a test bank and solution guide as part of this book. Overall, a very handy guide to familiarize yourself with the basic principles of Marketing Analytics.

About the authors: Robert W. Palmatier, J. Andrew Petersen, Frank Germann

Robert W. Palmatier

Professor of Marketing and Chair of Business Administration at the University of Washington, Robert is best known for his distinguished work in the fields of Marketing, Internet and Social Psychology. As a result of his research, we enjoy the benefits of integration between Industrial organization and Marketing.

Andrew Petersen

Associate Professor of Marketing at the Pennsylvania State University, Andrew is credited with a PhD in Business Administration from the University of Connecticut. Specifically, his research focuses on measuring customer behaviour patterns and maximizing value to the customer. Note that the outcome of his research is chronicled in the form of numerous articles widely read and acclaimed by students and marketing professionals alike.

Frank Germann

Associate Professor of Marketing at the Mendoza College of Business, Frank has held senior positions in multiple global brands including Johnson & Johnson, McKinsey, HP etc. Note that his pioneering research in the fields of marketing strategy, marketing actions, marketing personnel and marketing assets is published in the form of articles in leading international journals. Moreover, his contribution to the field of teaching has won him several accolades over the years.

9. Digital Marketing Analytics: In Theory and In Practice

About the book

Just as the name suggests, this Marketing Analytics book truly provides a fine balance between the concepts of analytics and their application in framing effective marketing decisions. Thus, the book progressively guides you through the context, perspective and information needed to make analytics reach business users. Finally, in the last section, you have the opportunity to implement the knowledge gathered. This is a five-part book that tells you:

  • The long history of the relationship that humanity has enjoyed with data and how it is likely to shape in the future
  • In-depth details of the techniques used by different forms of social media to win over customers coupled with the metrics to measure customer interactions
  • The tools and techniques used by brands to tap digital data to enhance digital marketing effectiveness
  • The role of an analyst to implement the four elements of the Marketing Analytics process: plan, collect, analyze, and report data to achieve marketing objectives
  • The art of consolidating and transforming data into a comprehensive and meaningful report based on which business users can make effective decisions

In other words, at the end of this book, you are fully prepared to take on the real world as a successful marketing analyst.

About the author: Kevin Hartman

Kevin currently teaches graduate-level courses in analytics at the University of Notre Dame, the University of Illinois, and the University of Chicago. In addition, he is also working as the Director of Analytics at Google.

Quite understandably, therefore, fueled by his passion for data, Kevin believes that data must not just be used for decision-making. Instead, he mixes science with art to design innovative strategies that reduce uncertainty and enhance the effectiveness of marketing and advertising programs.

10. Marketing Analytics: Strategic Models and Metrics

About the book

As evident from its name, this Marketing Analytics book is designed to offer marketing students and professionals a hands-on guide that aids strategic decision models and marketing metrics. Important to note that using the tools described in this book, marketing professionals can make effective and informed decisions that boost the organization’s revenue and profitability. This book:

  • Offers a wide range of decision models and metrics based on real-life scenarios
  • Features a rich repository of charts, graphs, diagrams, and tables that illustrate real-life use cases
  • Provides instructions on market segmentation, conjoint analysis, and other related techniques
  • Presents a healthy bunch of examples that explicitly demonstrate how industries apply models and metrics

About the author: Stephan Sorger

An award-winning author of several business and marketing textbooks, Stephan is a faculty in some of the premier universities and a popular speaker on leading marketing topics. Moreover, he is a consultant on topics of analytics and product pricing.

Picking up the right book

Well, by now you must be having a fair idea of the top 10 Marketing Analytics books currently available. Whether you are a student preparing to specialize in this subject, a business analyst aiming to learn the tools and techniques or a senior manager striving to design effective marketing strategies, there is always a book just right for you.

Considering the indisputable role played by data in shaping effective marketing strategies, it goes without saying that Marketing Analytics is a lucrative career.

So, go ahead and get started.

And, let me remind you it is not just books that you can read to train yourself on the tools and techniques of Marketing Analytics. Instead, you can also enrol yourself on online courses. This will help you to deepen your knowledge and skills on the subject even further.

Get Trained in Marketing Analytics

While there are several online courses available in the market offered by multiple vendors, we shall cover in detail the course provided by Henry Harvin.

Henry Harvin

Established in 2013 and currently operating from offices across India, the US, and UAE, Henry Harvin is one of the prominent providers of training and consultancy services. Aided by its rich portfolio of 400+ training programs spanning across 27+ categories, it has already trained 300K+ learners. Its business verticals include a bunch of offerings such as training solutions, consultancy services, staffing solutions, books, and even some selective educational solutions.

To fulfil its dream of becoming the Harvard of the Edtech industry, the institute is named after Mr Henry Duster, the first president of Harvard University.

Importantly, Henry Harvin has been adjudged one of the five fastest-growing Edtech startups by Higher Education Digest’s survey.

Marketing Analytics Course Certification Training with R

About the course

This course is designed to enable professionals master the art and science of analysis-based marketing decision-making to effectively optimize an organization’s marketing campaigns. This course provides:

  • 32 hours training, 24 hours of brush up sessions, and 50 hours of access to the e-learning portal
  • Certified Marketing Analytics Professional (CMAP) Certificate on completion of the course
  • Knowledge of exploring, analyzing, and solving business problems using R
  • Understanding of customer behaviour patterns across different media channels to achieve effective business strategies
  • Insight of collecting and analyzing data to make decisions that boost the company’s RoI

Recommended Reads

Apart from the online course, you can gain additional insight by going through the following blogs:

Frequently Asked Questions

1. What is Marketing Analytics?

Marketing Analytics is not just a process of collecting data. Instead, this process provides precious insights into the market patterns and behaviour that otherwise can be easily missed. Importantly, it is these insights that help shape your company’s business strategies.

2. Does a marketing analyst need to know to program?

A marketing analyst needs to possess strong analytical skills along with familiarity with Excel, R, SAS, and SPSS statistical software. The knowledge of programming languages, particularly SQL, shall be an added advantage, but not mandatory.

3. What are the three main components of a Marketing Analytics campaign?

A Marketing analytics campaign should be scalable, affordable, and sustainable.

4. What are the best Marketing Analytics tools in the market?

The need for Marketing Analytics tools depends on the nature of your business. However, some of the used tools are Tableau, Power BI, and Adobe Reporting.

5. Does my business need a marketing analyst?

A marketing analyst works with data, analyzes it, and offers you valuable insights into your business. These insights particularly help you make decisions that enhance your company’s RoI. However, in case you have a small or medium business, a marketing analyst may not be necessary.

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52 Comments

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