Considering the amount of consumer data available to marketers in the digital age, the practice of evaluating marketing activities and developing strategies using quantitative methods is essential for companies of all sizes. Rajkumar Venkatesan, Paul Farris, and Ronald Wilcox—three faculty members in the Darden School’s marketing area—have recently written a textbook titled Cutting-Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning, published by Pearson Education/FT Press. This practical guide to modern marketing analytics is ideal for students and instructors in all graduate-level courses covering marketing analytics, marketing effectiveness, or marketing metrics. Through insightful case studies, readers will learn how to connect marketing inputs to customer behavior, use predictive models to develop “what if?” scenarios, and effectively apply analytics to strategy and decision making.
Registered faculty members may preview the cases in the textbook by downloading a copy of the course syllabus “Marketing Analytics,” which can be found on the Educator Resources page of the Darden Business Publishing website.