This textbook is ideal for learning and understanding more advanced data and analytical techniques in marketing analytics. Advanced Marketing Analytics by Nasir Salari provides postgraduate students with a clear and comprehensive pathway through the advanced concepts, methods and applications that define modern marketing analytics. Designed for students undertaking marketing analytics courses or degrees, it supports learners in developing critical data literacy and analytical skills, even with little or no prior coding experience. This textbook builds a strong foundation across all three key areas of marketing analytics: descriptive, predictive and prescriptive, showing how each contributes to better marketing insight and decision making. It explores no-code to low-code analytical approaches, data preparation, A/B testing, Market Basket Analysis and the integration of AI, machine learning and big data into marketing practice. Understand how marketers use cluster analysis, data mining, visualisation, segmentation and other techniques to understand consumers, optimize campaigns and deliver measurable results. Learning features include: - defined learning objectives and practical exercises for structured study - discussion questions and a key terms and formulae list to reinforce critical thinking - online resources with PowerPoint slides Combining academic rigor with industry practice, Advanced Marketing Analytics equips postgraduate students with the analytical mindset and practical tools to turn complex marketing data into strategical, evidence-based insights.

About the Author
Dr Nasir Salari is Senior Lecturer in Marketing and Academic Research Lead, based at Bath Spa University, UK. His expertise lies at the intersection of marketing and data science, with a particular focus on the application of advanced analytical techniques to marketing challenges.

Reviews
"Nasir Salari has written a definitive guide for the modern analytics era. While the book is rigorously focused on marketing, its frameworks are so robust that I found it equally valuable for two distinct purposes: refining a complex corporate marketing report and adopting it for my Master's level Management Information Simulation module. The inclusion of real-world datasets, such as the bike-sharing case studies, alongside critical topics like Exploratory Data Analysis and unsupervised learning, makes this an invaluable resource. It is rare to find a text that bridges the gap between industry application and academic curriculum so effectively." * Dr Soroosh Sharifi, Lecturer in Water Engineering, University of Birmingham *
"Advanced Marketing Analytics is a clear, practical, and well-structured guide to data-driven decision-making. It equips readers with the essential analytical skills and confidence needed to make informed decisions in today's digital marketplace. A valuable resource for students, educators and professionals." * Dr Isik Akin, Senior Lecturer in Accounting and Finance, Bath Spa University *
"Nasir Salari's new book 'Advanced Marketing Analytics' is relatively concise yet is very rich in content: ranging from simpler to complicated techniques and from structured to unstructured data processing. I have come across many marketing analytics books in the market but Dr Salari's new book offers something unique. It integrates the three pillars - concepts, techniques and software packages - of advanced marketing analytics brilliantly and is written in a very clear and logical language. What's more, the book is properly arranged so that readers can choose to follow it from start to end to learn the totality of knowledge delivered in the book or choose to focus on one or more separate chapters for their specific task purpose. Similarly, readers can also choose to learn and follow the Python language embedded in the book or choose the no-code or point-and-click route if they prefer to skip the programme language. To summarise, Dr Salari's new book's richness in content, seamless integration of concepts, techniques and software packages as well as modularity arrangement makes it a potential stand-out winner in the market." * Dr Eric Shiu, Assistant Professor in Marketing and Innovation Management, University of Birmingham *
"Advanced Marketing Analytics presents a comprehensive and contemporary examination of the role of data, technology, and advanced analytical tools in understanding consumer behaviour and supporting informed marketing decision-making in today's dynamic business environment. The book effectively bridges theory and practice, enabling students and professionals to transform large volumes of digital data into actionable insights for strategy development, performance measurement, customer prediction, and marketing optimization. The inclusion of dedicated chapters on Segmentation and Clustering and Advanced Regression in Marketing significantly enhances the book's academic depth and practical relevance by introducing modern machine learning concepts such as supervised and unsupervised learning, K-Nearest Neighbours (KNN), and advanced regression techniques aligned with current industry standards. Furthermore, the clear and engaging treatment of natural language processing (NLP) and A/B testing demonstrates the author's strong command of contemporary analytical methods and their real-world marketing applications. Overall, the book is highly relevant and well-positioned to prepare readers for advanced studies and professional roles in an increasingly data-driven and analytics-focused marketing landscape." * Dr M.N Brohi, Campus Director, Future Education World Academic Centre RAK, Bath Spa University, United Arab Emirates *



Book Information
ISBN 9781398622869
Author Nasir Salari
Format Paperback
Page Count 216
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 666g
Dimensions(mm) 240mm * 170mm * 15mm