Logistic Regression

PREFACE

Aim of the Book

The primary goal of this book is to create a comprehensive, research-based, actionoriented guide for an international audience of practicing managers and managersin-training to understand, implement, and evaluate real-world marketing analytics. Many marketing analytics texts take a statistic- or model-centric perspective and are organized around different modeling techniques, which can leave the student with little guidance on when to use each approach or how the different techniques fit together. This lack of a “big-picture” structure can leave the student marketers without a working framework or understanding on how to integrate marketing analytics into their day-to-day work.

This book addresses this concern by adopting a different approach by: ● Organizing the analysis tools, marketing models, and chapters around the

First Principles of Marketing to give readers a structured framework for understanding and applying marketing analytics for solving a diverse range of marketing problems. ● Integrating state-of-the-art marketing analytics techniques into all aspects of marketing to allow managers to make more effective data-based decisions. ● Providing the underpinning of each analysis technique, with open-source R code for conducting the analyses, as well as how to use Tableau to better visualize and generate evidence-based insights.

This approach – as captured in the title, Marketing Analytics: Based on First Principles – has been applied and refined at multiple universities by the authors for undergraduate, MBA, and EMBA students. The companion book, Marketing Strategy: Based on First Principles and Data Analytics, has received resoundingly positive feedback from more than 200 instructors around the world as well as CEOs of major Fortune 500 companies, and was featured in the 2018 Forbes Summer Reading List for Marketers. This new book uses the same First Principles approach, but rather than focusing on marketing strategy with some supporting data analytics, the focus is reversed, where the new book focuses primarily on marketing analytics and offers just enough marketing strategy and decision making to provide a meaningful context for understanding the analysis tools. The book can support classes focused solely on marketing analytics at both the undergrad