Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques 2nd Edition

This book overall is excellent if you have a background in statistics. I can't imagine the introductory chapter on univariate statistics is sufficient for understanding the complexity of regression models covered later in the book, for instance survival analysis. I would not recommend this book for someone without a background in regression models.A small criticism is that though the author does discuss the assumption of regression models, he does not go into great detail on the diagnostic methods. For someone trying these models for the first time, this could lead to error if you do not look elsewhere for more info.Application of analytic models is the theme of this book, and in that regard it excels. My doctorate included several biostatistics and epidemiology courses, and this book was excellent in providing new extensions of those methods to marketing and showing me how to think like a marketer. I also learned plenty of new things, like latent class analysis for segmentation, and simultaneous equations, which were fun chapters.The book is well written for a fast read. The author intentionally does not go into detail on equations, which is nice for application, less so for thorough understanding. Plenty of resources are recommended in-text though to find greater detail.If you want a book that will introduce you to the application of several analytic marketing methods, many of which are drawn from biostatistics and econometrics, this book is great read.

I discover web analytics in 2012, while I was in college studying business marketing. I have been doing web analytics since then. I have always wanted to explore predictive analytics with some python libraries. This book gave me a better view of statistics. It’s implied marketing analytics for me and there is some wonderful carrier advice as well.

For those who really understand and love the math-side of analytics, Marketing Analytics is filled with actionable insights and detailed examination of the tools needed to break down any campaign. For those that didn't love math in school, it's going to be way over your head.Author Mike Gridsby displays a deep understanding of incredibly detailed analytic skill. Far more than the typical business is applying to their examination of marketing efforts, this book is for those who really want to dive deep and have a more complete understanding of outcome.While it may not be for most marketers, Marketing Analytics is the most detailed look at marketing analytics out there. If you're in charge of data and analytic at your company, grab a copy and gain a better understanding of detailed examination.

This was such surprising fun, very broad (but a little simple) in topics covered, easy to read. I hear its better than the first edition. I look forward if he comes out with a third book

A bit of a strange book, confused as to its audience. Maybe.It's a bit like that college professor that covers the basic material just cause the department makes it so, then proceeds to hammer you with terse explanations and somewhat unhelpful generalizations.Listen to this, the author spends ten pages covering all of statistics from the basic definition of means all the way to probability. Yeah, and that's fine but why waste that space when you then spend 6 pages explaining what panel regression is and how to use it? And by the way, half of those pages are just tables of statistical output...And so on for most of the chapters.You do get the sense that the author is overly concerned with breadth rather than depth, and it shows in how shallow some of his chapter read. It's basically a survey of methods rather than a textbook approach to marketing analytics.The last chapter where he recounts personal experiences in his career all the way from shoe salesman to Ph.D. in tensor analysis is pretty darn good and great practical advice.

its datasets do not identify properly the variables limiting seriously the learning one could acquire from reading this book

There is great clarity in Mike Grigsby's book. The tools are simple and powerful. The book reads through quickly. The best and more important value of this book is that it shows how you can be tactical, immediate and responsive while being 100% consumer-focused. It may feel "last generation" if you have only worked in sales-based startups, but this book is exactly -- exactly -- how the marketing of physical products is done.

A great read. I learned a lot! It really helped me with my Marketing Analytics class. I recommend reading if you are going into this field of work.