New Book From UVA Darden Professors Considers Marketing Analytics in a Big Data World

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools For Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s.  Big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.

Like the previous volume, the new marketing analytics book is coauthored by University of Virginia Darden School of Business Professors Rajkumar Venkatesan, Ron Wilcox and Professor Emeritus Paul Farris, veteran scholars of marketing with a deep well of scholarship in the field.

The book, which is now available for purchase, presents actual cases and data, giving readers invaluable real-world instruction.

The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns.

Big data is currently the most powerful resource to the marketing professional, and Marketing Analytics illustrates how to fully harness that power to effectively maximize marketing efforts.

The book is the first title released by UVA Darden Business Publishing, an imprint of the University of Virginia Press.

Learn more or buy the book.

About the University of Virginia Darden School of Business

The University of Virginia Darden School of Business prepares responsible global leaders through unparalleled transformational learning experiences. Darden’s graduate degree programs (MBA, MSBA and Ph.D.) and Executive Education & Lifelong Learning programs offered by the Darden School Foundation set the stage for a lifetime of career advancement and impact. Darden’s top-ranked faculty, renowned for teaching excellence, inspires and shapes modern business leadership worldwide through research, thought leadership and business publishing. Darden has Grounds in Charlottesville, Virginia, and the Washington, D.C., area and a global community that includes 18,000 alumni in 90 countries. Darden was established in 1955 at the University of Virginia, a top public university founded by Thomas Jefferson in 1819 in Charlottesville, Virginia.


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Darden School of Business
University of Virginia