Factor Analysis

8 Logistic Regression 9 Customer Lifetime Value

11 Factor Analysis 12 Conjoint Analysis

13 Bass Diffusion Model

15 Marketing Mix Models 16 Experiments and Propensity Score Matching 17 Structural Topic Models Model-based Customer Selection

Calculating Customer Lifetime Value Implementing a Brand Audit Survey Product Design and Pricing Decisions

Forecasting Sales of New Products Optimizing the Marketing Mix Designing and Implementing A/B Tests

Gleaning Insights from Online Reviews

Unique Features for Instructors

Rich and Detailed Instructor Materials

To support in-class delivery of content, supporting materials are available to instructors through the book’s online web portal, www.bloomsbury.pub/ marketing-analytics, or from the authors directly at www.SAMSinstitute.com. These supporting materials include example syllabi, hundreds of PowerPoint slides (for classroom instruction), video supplements to many chapters that focus on implementing the analytics example, as well as a test bank and solution guide (restricted to instructors). The goal is to reduce the time and effort it takes for an instructor to adopt the book for classroom instruction.

Additional Marketing Analytics Cases

Besides the case study examples (that include the data and step-by-step R and Tableau code) that come with each technical chapter, we also provide recommendations for additional data-driven empirical cases that instructors can use as individual or teambased assignments. These cases have been tailored for use with the material in this book and are published by Darden Business Publishing. This includes assignment questions, sample R code and Tableau packaged workbooks, and datasets that have been formatted for use with the material in this textbook. As more data-driven cases become available, we will continue to provide resources for instructors to link real-world business cases with the tools that students learn from this textbook. The topics currently covered by these cases include: Logistic regression, segmentation, targeting, and positioning, conjoint analysis, and marketing mix models with text analysis. The cases are available through Darden Business Publishing and the supplemental material is available on the book’s online web portal.

The book can also be used along with analytics cases developed by C-CUBESTM (www.ccubes.net). Several of these cases provide real-world data that allow the students to practice the marketing analytics techniques used in the book using R. The cases complement the chapters in the book, as indicated in Table 2 below.