Table of Contents

1. Introduction to Marketing Analytics. 2. Marketing Segmentation and Cluster Analysis. 3. Perceptual Maps and Multi-Dimensional Scaling. 4. New Product Development and Conjoint Analysis. 5. ROI and Market Tests with Experiments and Analysis of Variance. 6. Diffusion Models with Market Sizing, Forecasting, and Customer Lifetime Value. 7. Scanner Data, Brand Choice, Loyalty and Switching with Logit Models and Logistic Regressions, CRM, RFM, and Data-Base Marketing. 8. Customer Satisfaction and Path Models. 9. Word of Mouth and Social Networks. 10. Classic Marketing Models.