Book excerpt: Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn plays a vital role in making business strategies and decisions. The present book, following application-based approach, helps readers to understand the usage of analytics in different marketing contexts such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. using SPSS software (Modeler, Statistics and AMOS Graphics). Practical applications in each chapter, with supported screenshots, guide readers to apply different analytical techniques in marketing as they learn. This book is an indispensable companion for the postgraduate students of management with specialization in marketing. Also, the book will prove valuable for the Management Development Programs, Data Analysts, and Researchers in the field. It enables them to identify marketing problems, carry out research efficiently, process the data in a simple way using SPSS, and create reports in a systematic manner. TARGET AUDIENCE • MBA (Marketing) • Data Analysts • Management Development Programme