"This book is an invaluable toolkit of frameworks to drive consumer-centric analytics initiatives across marketing organizations. It is unique in going beyond theoretical aspects and helping practitioners apply analytics to understand consumer behaviour and identify business opportunities. Grigsby's extensive experience makes it a must-read for marketing professionals of all levels." * Anna Andrusova, Senior Data Analyst, JCPenney * "This is one of the first books I have read that covers the entire spectrum [of marketing analytics] from demand, segmentation, targeting, and how results can be calculated. In an age where marketing is becoming more and more sophisticated, this book provides the tools and the mathematics behind the facts." * Elizabeth Johnson, CEO, PathFormance * "Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field." * Jeff Weiner, Senior Director, Analytics, One10 * "An insightful, practical book for analytics marketing practitioners. It both entertains and serves as a handbook for marketing analytics. With easy-to-follow examples, Grigsby paints a clear picture of how to execute data analytics and its role in the larger marketing and organizational goals." * Craig Armstrong, Director, Strategic Business Analysis, Targetbase * "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 (Beijing) * "In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science." * Kristina Domazetoska, Project Manager and Implementation Consultant at Insala - Talent Development and Mentoring Solutions * "Marketing Analytics, second edition is a must-read for students and budding analytics professionals. The book illustrates concepts in statistics and marketing with real-world examples and provides solutions without getting too technical. I've found myself reaching for it on multiple occasions when I've encountered various marketing-analytics-related problems, during both my student and professional life." * Akshay Kher, Analytics Practitioner *