Applied Business Analytics for Marketing Decision-Making
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Jose Mendoza, New York University
Copyright Year:
ISBN 13: 9798996140732
Publisher: New York University
Language: English
Formats Available
Conditions of Use
Attribution
CC BY
Table of Contents
- Front Matter
- Chapter 1 Becoming an AI-Augmented Marketing Analyst
- Chapter 2 Marketing Analytics As Decision Support
- Chapter 3 Data, Measurement and Marketing Variables
- Chapter 4 Data Preparation and Exploratory Analysis
- Chapter 5 Descriptive Analytics and Customer Insights
- Chapter 6 Segmentation and Targeting Analytics
- Chapter 7 Relationships, Drivers, and Regression
- Chapter 8 Predictive Modeling for Marketing Decisions
- Chapter 9 Classification, Propensity, and Churn Models
- Chapter 10 Forecasting Demand Sales and Campaign Performance
- Chapter 11 Experiments, A/B Testing, and Causal Evidence
- Chapter 12 Data Visualization for Analysis
- Chapter 13 Data Visualization for Communication and Decision Making
- Appendix A Python and Google Colab Quick Reference
- Appendix B Common Marketing Metrics
About the Book
Applied Business Analytics for Marketing Decision-Making is an applied textbook designed to help students use data, analytical methods, and visualization to support marketing and business decisions. Written for graduate students in marketing, integrated marketing, business analytics, and related professional programs, the book assumes limited prior experience with programming or statistics and emphasizes conceptual understanding, practical application, and managerial interpretation.
About the Contributors
Author
Dr. Jose Mendoza is the Academic Director and Clinical Associate Professor at New York University's School of Professional Studies. He leads one of the largest graduate marketing programs in the U.S., with over 1,500 students. He specializes in marketing technologies, AI marketing, business analytics, and consumer pricing. Before NYU, Dr. Mendoza held academic roles at the University of Arizona and Sacred Heart University, where he pioneered digital marketing, artificial intelligence marketing, and retail innovation programs.