Praise for
Cutting-Edge Marketing Analytics
“
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
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Cutting-Edge
Marketing Analytics
Real World Cases and Data Sets for
Hands On Learning
Rajkumar Venkatesan
Bank of America Research Professor of Business Administration,
Darden Graduate School of Business Administration,
University of Virginia
Paul Farris
Landmark Communications Professor of Business Administration,
Darden Graduate School of Business Administration,
University of Virginia
Ronald T. Wilcox
Ethyl Corporation Professor of Business Administration,
Darden Graduate School of Business Administration,
University of Virginia。