Applied Marketing Analytics Using R

Abstract

Applied Marketing Analytics Using R provides a hands-on introduction to data-driven marketing, combining marketing theory with practical analytics techniques. The book uses real-world datasets, case studies, and the statistical software R to help readers analyze customer behavior, evaluate marketing performance, and support strategic decision-making. It covers a wide range of topics such as segmentation, attribution modeling, forecasting, text mining, and machine learning applications in marketing. The text is designed to balance technical skills with conceptual understanding, making it useful for both students and practitioners aiming to apply analytics in real marketing contexts.