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Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn pla

Following an application-based approach, this book helps readers to understand the usage of analytics in different marketing contexts, such as identifying custo

Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing a

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantita

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantita