Principles of Marketing Analytics: Understand Data-Driven Decision-Making - Softcover

Onwumere, Ijeoma

Softcover

ISBN 10: 139862327X ISBN 13: 9781398623279

Publisher: Kogan Page, 2026

Synopsis

This practical undergraduate textbook is ideal for understanding data-driven, analytical marketing skills.

Principles of Marketing Analytics is an introductory textbook for undergraduate and postgraduate marketing students. Ijeoma Onwumere takes readers from foundational principles to applied insights of marketing analytics, developing the analytical mindset and confidence to make evidence-based marketing decisions.

This textbook explains how data drives segmentation, targeting, campaign optimization, and forecasting, bridging marketing theory with analytical practice. Students will learn to collect, analyse and interpret data and explore how technologies such as machine learning and generative AI are transforming the discipline.

Designed for both classroom learning and independent study, this textbook aligns with undergraduate modules in marketing analytics and digital marketing. It includes:

- Frameworks including AIDA Model (Awareness, Interest, Desire, Action), CRO (conversion rate optimization) and TBL (triple bottom line) for applying analytics to marketing challenges
- Real-world examples from Netflix, Walmart, Airbnb, Sephora, Nike and more that connect theory and practice and shows how data-driven insights power measurable impact
- Exercises, discussion questions, and chapter summaries to consolidate learning
- Key terms list and key learning points for quick review
- Online resources for lecturers, including slides and a teaching guide

Whether studying marketing analytics or preparing for a data-informed career, Principles of Marketing Analytics equips students with the skills to make confident, data-driven marketing decisions.

About this title

About the Author

Ijeoma Onwumere is Lecturer in Fashion Marketing at the Manchester Fashion Institute, Manchester Metropolitan University, and a data-driven marketing practitioner with more than ten years of experience blending commercial strategy, creative marketing practice and analytical rigour.

She holds a PhD and BA (Hons) in Marketing from the University of Huddersfield and an HND in Marketing from the Federal Polytechnic Nekede, Owerri, Nigeria. Her doctoral research examined the influence of service quality on the perceptions and satisfaction of international students.

Before transitioning into academia, Ijeoma worked in the banking sector in customer-facing roles including Customer Advisor, Teller and Foreign Exchange Advisor at Standard Chartered Bank Nigeria and Santander Bank in the UK.
Deeply committed to preparing students and industry professionals for a data-first future, Ijeoma teaches Marketing Analytics, Digital Marketing, Business Analytics and Global Fashion Strategy across undergraduate and postgraduate programmes. She is a regular speaker at industry and academic conferences, contributes research and commentary on marketing, sustainability and fashion-tech, and advises several early-stage business start-ups.

She is based in Manchester, where she attempts business, hobbies and to keep her houseplants alive between teaching and marking seasons.

Edition details

• Publisher: Kogan Page
• Publication date: 2026
• Language: English
• ISBN 10: 139862327X
• ISBN 13: 9781398623279
• Binding: Paperback
• Edition number: 1
• Number of pages: 392