Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques Paperback – 3 Dec. 2022

The stated aim of the book is a good one - a marketing focussed book explaining which analytic techniques would be best to solve a particular marketing problem, written in a way that is direct, accessible and easy to understand. While the concept is a good one that many marketeers would welcome, sadly the book did not deliver for me.Mike Grigsby has 25 years of experience including a degree and masters degree in finance and a PhD in marketing science. It’s fair to say that he knows his subject inside out but the book is written in a way that I didn’t find engaging. The information is presented using a statistics first approach rather than providing some clear case studies and then showing what analytics would be most useful and why in each case. The focus on the maths first makes it a dense read and this may be a barrier for some readers. I struggled to work out what stats to use and when and felt that I didn’t gain the knowledge and insight I was hoping to.I was given this book from the author via netgalley only for the pleasure of reading and leaving an honest review should I choose to.

Very useful, to the point