This volume lays the groundwork for data-driven marketing by focusing on the critical elements that form the backbone of successful marketing intelligence systems: structuring, managing, and sourcing high-quality data. Whether you are an experienced marketer or just beginning your journey, this book equips you with the tools to build a solid foundation for future analytics and strategic decision-making.
Journey from “we have a lot of data” to “we have a clear plan.” Start by nailing the real marketing problem you’re trying to solve, then move through descriptive analytics, diagnostic analytics, and data preparation so your dashboards, reports, and SQL/Excel/Python work line up with the questions the business is asking. Along the way, you’ll see how brands like Starbucks and Amazon use data storytelling, segmentation, and attribution to turn scattered metrics into sharp customer insights.
See how marketers, analysts, business leaders, and digital strategists can close the gap between knowing and doing. Building on the foundations of marketing analytics, predictive modeling, customer intelligence, and data-driven decision-making, this practical guide focuses on what matters most: delivering results. Analyze the barriers that prevent organizations from acting on insights and discover how to create alignment, accountability, and momentum across teams.
Dr. Kyle Allison, known as The Doctor of Digital Strategy, blends over two decades of industry and academic expertise in digital marketing, analytics, e-commerce, and merchandising. He has held various retail roles up to senior executive levels at renowned organizations such as Best Buy, Dick’s Sporting Goods, Dickies, and the Army and Air Force Exchange Service, leading data-driven, transformative initiatives. As a distinguished professor and mentor, he has shaped future professionals by teaching digital marketing, analytics, e-commerce, and business strategy at top institutions while also contributing to curriculum design and doctoral mentorship. A prolific author, Dr. Allison has published Quick Study Guides, textbooks, journal articles, and trade books, bridging academic theory with practical application.
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