Marketing Analytics

I came from a mathematical/engineering background into management, and I was challenged with the material in this book – it is not for the faint-hearted. There is a requirement to understand statistical techniques so you can grasp how analytics and microeconomics are used in marketing science. This book is an important element to assist management and marketing insights that go unused or ignored in many companies. It’s not that we need a switch from experience and anecdotal insights, but we need to balance it with hard real-world data metrics.

The only caveat I’ll add is that for a new start or early-stage company this is probably a huge overhead requiring specialist capability and historical business data. This cannot be provided when new-start companies are operating in an uncertain environment of agile customer feedback, funding issues, and the search for the initial growth and repeatable customer base.

For its heavy mathematical content, Mike Grigsby makes it as light and explanatory as possible. Each chapter is very well structured, starting with its contents, an overview/introduction, detailed content and a conclusion with a very useful checklist. The checklist bullet points outline what would make you “The smartest person in the room” – not unique but well delivered here. There are also various examples used where appropriate in the book, which is a valuable feature.

Essentially this is a book designed for a marketing scientist working with marketing analytics and dare I say big data. The big data issue is addressed in the book and quite rightly it manages the expectation of what can be achieved from big data presuming we really know what big data is.

I would recommend this book to marketing analysts, and Sales and Marketing Directors, and VPs so they can add science to their real-world experiences, approaches and gut feelings.

Many thanks to Kogan Page Ltd Publishing and NetGalley for an ARC version of the book in return for an honest review.

For those who really understand and love the math-side of analytics, Marketing Analytics is filled with actionable insights and detailed examination of the tools needed to break down any campaign. For those that didn't love math in school, it's going to be way over your head.

Author Mike Gridsby displays a deep understanding of incredibly detailed analytic skill. Far more than the typical business is applying to their examination of marketing efforts, this book is for those who really want to dive deep and have a more complete understanding of outcome.

While it may not be for most marketers, Marketing Analytics is the most detailed look at marketing analytics out there. If you're in charge of data and analytic at your company, grab a copy and gain a better understanding of detailed examination.