Teaching Marketing Analytics

Reviews / Votes

'There are as many perspectives on how to teach marketing analytics as there are faculty members teaching it. Most Marketing educators agree that the common thought through all the approaches is the focus on "Data-driven decision making." Erickson's Teaching Marketing Analytics provides a number of views, examples and topics that are related to effectively teaching marketing analytics all tied to the underlying goal of teaching students to be "data-driven decision makers." This is crucial since marketing is the most data-driven area in all businesses. This book is a great entry point for anyone that is planning to teach a marketing analytics course.' -- John A. "Jack" Schibrowsky, University of Nevada, Las Vegas, USA 'Teaching Marketing Analytics addresses contemporary challenges related to big data, digital platforms, and artificial intelligence. The book offers a clear and coherent guide to navigating the transition from traditional marketing research to modern marketing analytics, providing instructors with concrete support for making informed and strategic decisions.' -- Juan Gabriel Cegarra-Navarro, Universidad Politecnica de Cartagena, Spain 'Professor Erickson's new book provides some keen insights on teaching a marketing analytics course. With the continued impact of AI, machine learning, predictive modeling, simulation, and other approaches, this book sheds valuable examples for helping those improve their teaching in marketing analytics.' -- Jay Liebowitz, Thomas Jefferson University, USA 'Marketing is becoming irreversibly data-driven, yet teaching has struggled to keep pace. This book does exactly what is needed: it clarifies how marketing analytics should be taught, learned, and integrated into modern curricula. A timely and valuable contribution.' -- Klaus Solberg Soeilen, Halmstad University, Sweden