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Principles of Marketing Analytics

Understand Data-Driven Decision-Making

With this undergraduate textbook, students will learn how to analyse key business data and create new marketing opportunities.

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EAN: 9781398623279

Edition: 1

Published: 03 Feb 2026

Format: 240 x 170

392 pages

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About the book

This practical undergraduate textbook is ideal for understanding data-driven, analytical marketing skills.

Principles of Marketing Analytics is an introductory textbook for undergraduate and postgraduate marketing students. Ijeoma Onwumere takes readers from foundational principles to applied insights of marketing analytics, developing the analytical mindset and confidence to make evidence-based marketing decisions.

This textbook explains how data drives segmentation, targeting, campaign optimization, and forecasting, bridging marketing theory with analytical practice. Students will learn to collect, analyse and interpret data and explore how technologies such as machine learning and generative AI are transforming the discipline.

Designed for both classroom learning and independent study, this textbook aligns with undergraduate modules in marketing analytics and digital marketing. It includes:

- Frameworks including AIDA Model (Awareness, Interest, Desire, Action), CRO (conversion rate optimization) and TBL (triple bottom line) for applying analytics to marketing challenges
- Real-world examples from Netflix, Walmart, Airbnb, Sephora, Nike and more that connect theory and practice and shows how data-driven insights power measurable impact
- Exercises, discussion questions, and chapter summaries to consolidate learning
- Key terms list and key learning points for quick review
- Online resources for lecturers, including slides and a teaching guide

Whether studying marketing analytics or preparing for a data-informed career, Principles of Marketing Analytics equips students with the skills to make confident, data-driven marketing decisions.

About the authors

Ijeoma Onwumere is a lecturer and academic researcher in Fashion Business and Marketing analytics at Manchester Metropolitan University, UK. Her specific area of focus lies is digital marketing, marketing analytics, service quality, sustainability and business analytics.

Ijeoma Onwumere

- Chapter - 00: Introduction;
Section - ONE: Foundations of marketing analytics;
- Chapter - 01: Introduction to marketing analytics;
- Chapter - 02: Data collection and measurement – best practices for collecting, organizing and storing marketing data;
- Chapter - 03: Key marketing metrics;
Section - TWO: Marketing analytics in action;
- Chapter - 04: Marketing analytics in action – customer segmentation and targeting;
- Chapter - 05: Marketing campaign optimization – leveraging data to improve campaign effectiveness;
- Chapter - 06: Social media analytics – tracking performance and engaging customers online;
- Chapter - 07: Web analytics – analysing website traffic and user behaviour to optimize user experience;
Section - THREE: Advanced marketing analytics – predictive modelling and beyond;
- Chapter - 08: Predictive modelling – forecasting trends and customer behaviour;
- Chapter - 09: Marketing attribution – evaluating channels and touchpoints;
- Chapter - 10: Machine learning for marketing – automating and enhancing decisions;
- Chapter - 11: The rise of generative AI in marketing;
- Chapter - 12: Answers to the multiple-choice quizzes;

Reviews

Dr. Abdul Jabbar, Associate Professor in Data Strategy and Analytics, University of Leicester, UK

Principles of Marketing Analytics is an outstanding guide for any organization aiming to master data-driven decision-making. It expertly brings together the core principles and practical exercises needed to harness data for strategic decisions, making it an invaluable resource for forward-looking businesses. It does a wonderful job of outlining the key challenges facing marketing professionals when dealing with data on a daily basis.

Professor Gianpaolo Vignali, Professor of Sustainable Fashion Business, Manchester Fashion Institute, Manchester Metropolitan University, UK

A must-read for marketers, this book demystifies the world of marketing analytics and translates complex data concepts into practical insights that drive real results. From foundational metrics to advanced predictive modelling and the impact of generative AI, it offers a clear roadmap for leveraging analytics to make smarter, evidence-based decisions. An essential guide for students, professionals, and leaders looking to stay ahead in a data-driven marketing landscape.

Dr Ijeoma Ukeni, Lecturer in Management, University of Huddersfield, UK

This textbook is a practical guide for students and professionals seeking insights into data-driven marketing. With the inclusion of real-world examples and cutting-edge tools such as generative AI, the text equips readers with analytical skills to turn data into marketing insights for an evolving world of work.

Dr Farag Edghiem, Senior Lecturer in Digital Marketing Communications, Manchester Fashion Institute, Manchester Metropolitan University, UK

I congratulate the author for addressing this noteworthy topic in this edition. The book stands out for its simplified explanations, analytical debate and addressing practical real-world developments. For academic research, it offers a well-justified foundation grounded in scholarly work, making it a reliable reference for instigating further research. Students will find this edition useful for its accessible approach, step-by-step guidance and learning activities that demystify complex academic concepts. The book would be also valued by industry practitioners for its actionable insights, data-analytics tools, and timely perspectives on the application of AI in marketing analytics that can leverage both strategic decisions and operational effectiveness.

Diepiriye Adeline Akene, Technology Issue Management & GRC (Government, Risk Management and Compliance) Professional, CGI, US

Principles of Marketing Analytics successfully bridges academic insight with practical, real-world strategy. The author's illustration of how data-driven customer segmentation can shape more targeted and effective marketing decisions makes the content both accessible and actionable. This book is a valuable resource for professionals seeking to elevate their marketing impact through analytics.

Dr Sharon Nunoo, Lecturer in Fashion Marketing, Manchester Fashion Institute, Manchester Metropolitan University, UK

This book offers a timely and insightful contribution to contemporary debates in its field, skilfully bridging rigorous scholarship with real-world relevance. The author combines clear conceptual frameworks with rich, applied examples, making complex ideas accessible without losing their critical edge. It will be an invaluable resource for students, practitioners and researchers who want to think more deeply and act more strategically in a rapidly changing environment.

Lovina Uwerikowe, Marketing and Brand Strategy Professional, Graduate Assistant, University of Houston, US

I found Principles of Marketing Analytics to be an insightful and practical guide that truly captures how data-driven decision-making can transform brand strategy. It connects real-world marketing challenges with analytical solutions in a way that's both engaging and actionable. A valuable read for anyone passionate about using data to drive smarter marketing outcomes.

Dr Tahera Kalsoom, Lecturer in Fashion Business Analytics, Manchester Fashion Institute, Manchester Metropolitan University, UK

Principles of Marketing Analytics is a compelling and insightful textbook that illuminates the complexities of data-driven marketing with clarity and precision. The book unravels core analytical concepts and shows how data can be effectively leveraged to drive smarter, more strategic marketing decisions. Each chapter builds understanding and confidence, guiding readers from mastering key metrics and consumer insights to applying analytical tools that generate real business value. The book's strength lies in its practical orientation and well-structured pedagogy using contemporary case studies, applied exercises, and real-world examples. Principles of Marketing Analytics stands as an essential reference for students, educators, and professionals eager to excel in evidence-based marketing within today's data-focused environment.

Dr Morolake Dairo, Lecturer in Fashion Marketing and Business, Manchester Fashion Institute, Manchester Metropolitan University, UK

Principles of Marketing Analytics is a timely and accessible guide to data-driven marketing. It bridges analytical insight and creative strategy, helping students and academics understand how evidence-based decision-making shapes modern marketing practice. With clear learning outcomes, real-world examples, and practical exercises, it equips future marketers to turn data into meaningful actions that drive customer engagement and business growth. Highly recommended for those seeking to understand how analytics is reshaping the marketing discipline.

Dr. Raymond Webilor, Engineer, Spirax Sarco, Canada

Principles of Marketing Analytics is a clear, authoritative and highly practical guide to understanding data-driven decision-making. The book breaks down complex concepts with exceptional clarity, offering a solid foundation in analytics, metrics and performance measurement. Each chapter is structured to build real competence, from data collection and organization to segmentation, optimisation and strategic interpretation.
What truly sets this text apart is its balance of theory and application, supported by exercises, real-world scenarios and actionable frameworks. Whether you're a student, marketer or business leader, this book equips you with the skills and confidence to turn data into meaningful insight and measurable results. A valuable resource for anyone committed to modern, evidence-based marketing.

Chidinma Ndukwe, Manager, Planning Reporting and Risk, TotalEnergies E&P Nigeria Limited, Nigeria

This textbook is a timely and insightful guide to how data-driven thinking is reshaping modern marketing. It blends academic depth with practical relevance, making complex analytics approachable for both students and professionals. A strong contribution to the evolving field of marketing analytics.

Principles of Marketing Analytics is an outstanding guide for any organization aiming to master data-driven decision-making. It expertly brings together the core principles and practical exercises needed to harness data for strategic decisions, making it an invaluable resource for forward-looking businesses. It does a wonderful job of outlining the key challenges facing marketing professionals when dealing with data on a daily basis.
Dr. Abdul Jabbar, Associate Professor in Data Strategy and Analytics, University of Leicester, UK

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