TY  - BOOK
AU  - Gupta, Seema ;  Jathar, Avadhoot
TI  - Marketing Analytics
T2  - Wiley Analytics Series for Management
SN  - 9789354242625
U1  - 658.8 
PY  - 2024///
CY  - New Delhi
PB  - Wiley
KW  - Marketing
N1  - index
N2  - Marketing Analytics gives marketing students, teachers, and professionals a practical guide to marketing decision models and marketing metrics. The book gives unified reference for various marketing analytics use cases across industries and diverse businesses, such as consumer packaged goods marketers, restaurants and hospitality, e-commerce, entertainment, etc. It provides nuances and trade-offs in using statistical/machine learning methods for various marketing decisions. It explains key marketing metrics and their use with an analytics technique. It gives common best practices of the industry with choice of methods for various decision problems
ER  -