Description

About The Book 

In today’s data-driven business environment, marketing decisions are no longer based on intuition alone—they are powered by analytics. Marketing Analytics is a comprehensive textbook designed specifically for BBA students to understand the concepts, tools, and applications of data analysis in modern marketing.

This book introduces students to key analytical techniques used to measure customer behavior, campaign performance, digital engagement, and business growth. Covering topics such as web analytics, social media analytics, SEO analysis, predictive modeling, data visualization, and performance metrics, it bridges the gap between theory and practical implementation. With real-world examples, hands-on tool exposure (such as Google Analytics and BI dashboards), and clear explanations of key metrics and KPIs, this book equips students with the analytical mindset required for strategic marketing decision-making.

About The Author

Dr. Manjula Mallya M is an accomplished academician and researcher with over fifteen years of experience in higher education. She currently serves as Associate Professor and Head of the Department of Economics at Government First Grade College for Women, Balmatta, Mangalore. Her areas of expertise include Economics, Environmental Governance, Ecofeminism, and Sustainable Development, with a strong focus on gender-inclusive environmental and economic discourse.

Dr. V. Basil Hans is a distinguished Research Professor at Srinivas University, Mangalore, India, renowned for his prolific contributions to academia and literature. With decades of dedicated scholarship, he has authored over 360 books, 370 research articles, and 160 conference papers, covering a wide spectrum of subjects including economics, education, social sciences, and sustainable development. A passionate educator and mentor, he has guided numerous M.Phil., Ph.D., and Post-Doctoral scholars.