This is today's most complete and practical guide to modern marketing analytics methods and tools. Through real case studies, you'll learn how to connect marketing inputs to customer behavior, use predictive models to develop forward-looking, what-if scenarios, and effectively apply analytics to strategic decision making in marketing. Covering the three core areas of marketing analytics – statistical analysis, experiments, and managerial intuition – the book is organized to help you apply the right analytics processes to each strategic marketing question. For each challenge, the authors fully describe the needed methodology, illuminating it with case studies that show the appropriate quantitative and data analysis tools at work. Each chapter mirrors a module within a typical masters-level Marketing Analytics course. For each marketing problem, the authors help you: Identify the right data and analytics techniques - Conduct the analysis and obtain insights from it - Outline what-if scenarios and define optimal solutions - Connect your insights to strategic marketing decisions As you proceed, you'll gain an in-depth understanding of: The importance of marketing analytics for forward-looking and systematic allocation of marketing resources - How to integrate quantitative analysis with managerial sensibility - How to conduct strategic marketing data analysis via linear regression, logistic regression, cluster analysis, and Anova models - The role of careful experimental design in marketing analytics and resource allocation Each chapter contains technical notes that provide the statistical knowledge you'll need to conduct the analysis, paired with case studies of real companies addressing marketing issues, and real data you can use to apply the concepts and perform the analysis yourself. “ Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation. Based on my experience advising firms, I believe that the material presented in the book strikes the right balance of rigorous analysis and strategic relevance. Case studies presented in the book provide the necessary context for the application of statistical tools and allow managers and MBA students to learn the challenges in implementing analytics.” -- V. Kumar , Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University “This is exactly the book I have been looking for to teach customer analytics! It will fill an important gap in the market as it teaches practical approaches to gain customer insights based on big data that is increasingly available to organizations.” -- Harald J. van Heerde , MSc, Ph.D., Research Professor of Marketing, Massey University, School of Communication, Journalism, and Marketing “Retail’s transformation is still in the early innings. The Internet and mobile have combined to create unprecedented insight into consumer behavior and customer preferences unbound by time or space. Mastery of marketing and customer analytics has become ‘table stakes’ for understanding and pleasing the customer--job one in retail. Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by reading this book.” -- Matt Kaness , Chief Strategy Officer, Urban Outfitters “I strongly recommend Cutting-Edge Marketing Analytics for managers seeking to build an analytics-driven marketing function. In this book, the authors have struck the right balance of analytical sophistication and managerial relevance. The case studies provide a good opportunity for applying the analytics techniques to real problems.” -- Nino Ninov , Vice President, Strategic Research and Analysis, Rosetta Stone “ Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation.... The material presented in the book strikes the right balance of rigorous analysis and strategic relevance.” -- V. Kumar , Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University “Mastery of marketing and customer analytics has become ‘table stakes’ for understanding and pleasing the customer--job one in retail. Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by reading this book.” -- Matt Kaness , Chief Strategy Officer, Urban Outfitters “...the authors have struck the right balance of analytical sophistication and managerial relevance. The case studies provide a good opportunity for applying the analytics techniques to real problems.” -- Nino Ninov , Vice President, Strategic Research and Analysis, Rosetta Stone This is today’s most practical guide to modern marketing analytics. Through cutting-