Marketing Database Analytics

A step-by-step process to translating multiple sources of marketing data into decision-guiding knowledge. It encompasses data prepatory steps, analytic file creation, exploratory analysis, segmentation, predictive modeling, impact measurement and knowledge dissemination. It is a hands-on, all inclusive guide to combining dissimilar sources of marketing data into a seamless informational reservoir.

Andrew Banasiewicz is a lecturer at the School of Management at Boston University, USA. He has held senior level positions in marketing, database management and risk management organizations, and has authored two other books, as well as numerous articles. For a more detailed biography, visit http://msmonline.bu.edu/faculty/andrew-banasiewicz/