As the use of analytics becomes increasingly important in today’s business landscape, The Marketing Analytics Practitioner’s Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline’s evolution in the era of data analytics. Whether you’re a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume I is focused on Brand and Consumer. Part I of this volume is dedicated to understanding the concepts and methods of brand sensing and brand equity. It delves into the analytic techniques used to track and profile brand image, and explains the key components of brand equity, how to measure it, and what factors drive it. It provides readers with a comprehensive framework for measuring and understanding brand equity and the tools to pursue its growth.Part II of this volume focuses on understanding consumers through qualitative and quantitative research methods, segmentation, customer satisfaction, customer value management, consumer panels, consumer analytics and big data. The volume covers the analytic tools used to extract insights from consumer transactions, which are becoming increasingly important in today’s data-driven world. It also covers the use of consumer analytics and big data specifically within consumer markets.Key FeaturesPractice oriented — MAPG is a unique book that focuses specifically on the practical application of marketing analytics and research methods, making it beneficial for both professionals and students pursuing careers in consumer marketing. While other texts on marketing analytics primarily cover statistical techniques, MAPG is unique in that it focuses specifically on the proprietary analytical tools used by practitioners at leading consumer marketing companiesAnalytics-focused case studies — The MAPG case studies are uniquely tailored to help with understanding and applying marketing analytics by using real-life examples of analytics in actionAcclaimed by marketing practitioners — Hosted online on MarketingMind, MAPG is widely used with over 825, 000 annul page views (Google Analytics), reaching users in over 240 countries and receiving high praise from marketing practitionersGrowing interest among educators — As educators seek to connect theory with practice, marketing professors are increasingly adopting MAPG as a textbook for marketing and marketing analytics courses

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