Data-Driven Marketing Analytics: Research Methods and Analytical Tools bridges the gap between traditional marketing research and modern big data analytics, offering a step-by-step guide to transforming data into actionable insights.
Readers will gain practical skills to design and manage research projects, predict customer behaviour, and uncover hidden patterns in purchasing data. The book delivers these benefits through hands-on exercises, shareable datasets, and visual workflows, ensuring accessibility for users without coding experience. Key features include real-world case studies, interactive examples, and tools for segmentation, forecasting, and strategic decision-making.
This book is tailored for postgraduate students, researchers, and marketing professionals seeking to master data-driven decision-making. It is ideal for advanced courses in Marketing Analytics, Management Information Systems, and Business Statistics.
The book is supported by a comprehensive online repository containing over 100 ready-to-use files, including datasets, Excel solutions, SPSS files, and Orange workflows.
Table of Contents:
1. Understanding Marketing Insights in the Data-Driven Era
2. Marketing Information System and Marketing Analytics
3. Definition
4. Design
5. Core Methods
6. Secondary Data
7. Survey
8. Scale
9. Sampling
10. Basic Statistics
11. Pricing and Demand
12. Market Actors Proximity Analytics
13. Clustering in Marketing Analytics
14. Perceptual Mapping and Positioning Analytics
15. Machine Learning in Marketing Analytics
16. Marketing Association Rule Analytics
17. Decision Making
About the Author :
Selçuk Burak Haşıloğlu is Professor of Management Information Systems at Pamukkale University, Turkiye. He specializes in Marketing Information Systems, with over 30 years of research experience. He has authored 10+ books, 100+ papers, and led 20+ projects, focusing on marketing analytics, data science, decision sciences, and digital marketing. As the Founding Chair of the Management Information Systems Department, he also provides consultancy to the private sector on big data analytics and information systems management.
