- Simplifies intimidating data, segmentation and predictive analytics tools for everyday use in business, using real-world marketing problems to apply to a range of practical scenarios
- Provides accessibility and insightful application of techniques regardless of experience level
- New to this edition: Three new chapters on panel data regression, insights and how to collect, separate and analyze data using big data analytics; added tools such as tobit analysis - a customer lifetime value framework
- Online resources: Downloadable data sets and test bank resources