Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.

Focusing specifically on quantitative marketing metrics, the book:
*         Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification
*         Establishes the importance of database analytics, integrating both business and marketing practice
*         Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data
*         Includes cases and exercises to guide students’ learning
Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

Marketing Database Analytics为理解和解释数据提供了一个循序渐进的过程，以便获得洞察以推动业务决策。衡量营销有效性的核心要素之一是通过收集适当的数据，但除非对这些数据进行有意义的分析，否则这些数据只不过是数字。
该书特别关注定量营销指标：
*涵盖了营销分析的全谱，从最初的数据设置和探索，到细分，行为预测和影响量化
*确立数据库分析的重要性，整合业务和营销实践
*提供一个理论框架，解释概念并提供分析数据的技术
*包括指导学生学习的案例和练习
Banasiewicz整合了他从学术培训和专业经验中获得的知识，提供了一种彻底、全面的方法，可以很好地为市场研究和分析的研究生服务。