"Offers a truly accessible guide to the basics and practice of marketing analytics." --Koen Pauwels, Professor of Marketing at Ozyegin University, Istanbul, and Honorary Professor at the University of Groningen

"For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to know presented as a conversation with examples to boot! You'll definitely sound smarter in the boardroom after reading this book!" --James Mourey, PhD and Assistant Professor of Marketing, DePaul University

"Marketing Analytics is a must-read for analytics practitioners and marketing managers seeking a comprehensive overview of the most actionable techniques that virtually any organization can apply to gain immediate benefits.... Dr. Grigsby succinctly illustrates the concepts with real examples and provide references for analysts needing deeper guidance or theory. I wish Marketing Analytics was published 15 years ago - it would've saved me a lot of independent research!" --W. Dean Vogt, Jr., Marketing Research and Analytics Practitioner

"Marketing Analytics is a practical guidebook written in a conversational tone that makes complex theories easily understood. The author's experience in the industry combined with his inherent gift for explaining everything a successful marketing analyst needs to know makes this book a must-read." --Katy Richardson, Founder and Principal, 214 Creative

"This is a great book for practitioners who have learned plenty of theories and want to learn how to apply methodologies. It is also a great, easy-to-read resource for anyone who does not have a deep theoretical background but wants to learn how analytics work in real life." --Ingrid Guo, VP, Analytics and Managing Director, Javelin Marketing Group

"Mike's writing is straightforward and entertaining. He brings a conversational and relatable tone and approach to some fairly complex material. Sometimes marketers can take themselves a little too seriously, especially when it comes to the mathematical side of things. Mike's work reminds us to lighten up and have fun with it." --Katy Rollings, PhD, Loyalty Analyst at GameStop

"The book summarizes all the critical topics in a consumer-focused analytic approach, and the cases are fun to read." --Ernan Haruvy, PhD, Professor of Marketing, UT-Dallas

"This book gives a broad overview of marketing analytics to people who don't have any related background....[E]xamples are explained to give readers a clearer idea. I think the book is worth a read for anyone who wants to become a marketing analyst." --Yuan Fang, MSc (Marketing Analytics candidate)