1. Introduction to Marketing Analytics Based on First Principles

PART I. ALL CUSTOMERS DIFFER
2. Understanding Marketing Principle #1: All Customers Differ
3. Cluster Analysis for Segmentation
4. Discriminant Analysis for Targeting and Classification
5. Perceptual and Preference Mapping for Competitive Positioning

PART II. ALL CUSTOMERS CHANGE
6. Understanding Marketing Principle #2: All Customers Change
7. Using Recency, Frequency and Monetary (RFM) Analysis for Customer Selection
8. Using Logistic Regression for Customer Selection
9. Using Customer Lifetime Value for Customer Selection

PART III. ALL COMPETITORS REACT
10. Understanding Marketing Principle #3: All Competitors React
11. Survey Design and Testing to Derive Customer Insights
12. Conjoint Analysis for Product and Pricing Decisions
13. Forecasing Sales for New Products

PART IV. ALL RESOURCES ARE LIMITED
14. Understanding Marketing Principle #4: All Resources Are Limited
15. Using Marketing Mix Models to Optimize the Marketing Mix
16. Using Marketing Experiments to Optimize the Marketing Mix
17. Using Topic Models to Glean Customer Insights