Marketing Analytics: Strategic Models and Metrics

As a marketing professional in the technology industry the need to have solid numbers to validate the use of marketing budget into campaigns has never been more necessary (especially when asking for an increase in spendable dollars). Sorger's book gives a comprehensive look at modern marketing analytical techniques and a rock solid foundation of the fundamentals. For any marketing professional looking to give themselves a leg up in an increasingly competitive world this book is a must. I would also highly recommend to any marketing student; start developing and integrating analytical strategies and practices into your professional marketing skillsets as soon as possible.Before purchasing this book I looked through multiple reviews. Like most people I look at a few high scores and in this book's case, the 1 lower score. The book's only low score comes from a person that states "previous reviewers who gave 5-star only reviewed either just this book or the other book from this author". I found this statement a bit funny since they themselves have only reviewed this book and nothing else. Furthermore for professionals looking to acquire skills; print quality is a nice to have, but far from a must have provided the content is of value. I found this book's content to be concise, immediately applicable to my work and will be a sources of knowledge that I will be refereeing to again and again.

A must have marketing analytic and marketing reference book!The book covers a whole range of topics on marketing and marketing analytics; for instance, product, price, promotion, and place/channel analytics. For someone who have been doing marketing for nonprofits, startups, and established businesses but never received professional training, I found the book very useful: it gives me a clear logical approach to professional marketing; I could apply the techniques from the book immediately in my marketing practices like market sizing, market segmentation, etc--the vocabulary and techniques certainly adds credibility to my work. At the end of each chapter, it has a list of terminologies that are covered in the chapter--very easy reference. The discussion questions and case study examples put the content right into practice. Though the book is written for marketing analytics purpose, I found it beneficial to all marketers wear different hats in marketing department---it does connect the dots between different market functions, a very good reference book or manual to have for effective marketing!

Taking the author's Marketing Analytics class over the summer, I really liked this book for the following reasons:1. Models (contribution margin, return on investment, YOY growth and lifetime value) for the chapter business strategy are great and very valuable. The company I work for uses different approaches, but we used his model and essentially came close to our own approaches. His models are fairly easy to understand.2. He gives real life examples for companies we all know of such as Zanga, Oracle, American Airlines.3. Overall, the book offers a lot of value to me as I continue to grow as a market analyst. In the end, it's a very resourceful book.Reasons why I felt it could be better:1. Some models are really complicated and hard to understand. Even after rereading it several times, it doesn't translate in Excel. Maybe include youtube videos to walk through models.2. Model examples are very easy. We all know that real life is more complicated.3. Even after comprehending the models, interpreting the outputs isn't explained well.

I highly recommend this book to readers who are looking for knowledge and techniques in marketing analytics. I found this book on Amazon at the lowest price (less than $45) that I could possibly find at anywhere else. This book has a great summary on the concepts plus useful steps for you to conduct the analysis briefly. You can go in more depth by researching more on the web if you are interested on the topics.

the book is really great for who ever want to learn about marketing analytic. It very easy to read , and the book gives great example of every topic it discuss.the book discuss ever detail you need to know in marketing analytic , and afterwards it goes by explaining each topic with a valid example. all the examples in the book are from real cases and stories which i really loved.i would recommend this if you want to learn marketing analytic , or just to have more information in this filed.easy to read love the style, i would definitely recommend this book

On the one hand, the writing itself was simple and comprehensible, the author clearly laid out reasoning step by step, and addressed various marketing elements in a logical order. The author provides theoretical examples for every marketing element mentioned, no matter how insignificant, which made it easier for me to understand what he is talking about. The author includes probably a hundred example with real-world businesses, and in the text references tools, and resources that the reader can use.On the other hand, this is my first exposure to marketing and to be perfectly honest, I am not very impressed by the field as a whole. I would not blame the author for this, but a lot of the marketing content seems rather obvious. Although I can see the value for a marketer, as a sort of check-list for "did I think of all these things?" While I preferred the math and analysis components, there is minimal analysis of the math involved.