Category Archives: THE BOOK


For Immediate Release

NEW BOOK – Marketing Analytics: A Practical Guide to Real Marketing Science

New Book Reveals When Your Customers are Most Likely to Buy

Available today, Marketing Analytics arms business analysts and marketers with the understanding and techniques they need to solve real-world marketing problems, from testing campaign effectiveness and forecasting demand to employing survival analysis to determine when your customers are most likely to buy. It outlines everything practitioners need to ‘do’ marketing science by following fictional analyst Scott as he progresses through his career and makes increasingly better marketing decisions.

The author Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. He now heads up the strategic retail analysis practice at Targetbase and is an adjunct professor at the University of Texas at Dallas.

Part of the new Marketing Science series by Kogan Page, which makes difficult topics accessible by grounding them in business reality, Marketing Analytics helps readers refine their marketing skills so they can compete more effectively in the marketplace. It provides insight into the power of data analytics in the context of marketing problems; explains and demonstrates marketing data modelling techniques in a practical way, illustrates how data modelling methodology can be applied to a range of practical scenarios and offers advice and step-by-step guidance for ways to solve some of the most common situations, opportunities and problems in marketing.

Dr. James Mourey, Assistant Professor of Marketing at DePaul University in Chicago, has offered advance praise, declaring, ‘For those MBAs who barely passed their quantitative marketing and statistics classes without truly understanding the content, Marketing Analytics provides everything managers and executives need to know presented as a conversation with examples to boot! You’ll definitely sound smarter in the boardroom after reading this book!’

For a review copy (ISBN 9780749474171), a by-lined article or to arrange an interview with the author, please contact Megan Mondi: or +44 (0)20 7843 1952.





Where Is It Now?

OK, it’s been two years in the making (actually it’s been thirty years in the making) but I finished it last month.  It’s about 55,0000 works (Some of them good).

It’s called A GUIDEBOOK FOR MARKETING ANALYSTS, A Conceptual Overview of Real Marketing Science.  Isn’t that a great title?  Yeah, I did not think so either but it may change.  The idea is to have a guidebook, NOT a textbook, for marketing analysts.  Pretty much the subject of this blog.  Same idea, same style, etc.

I have bookcases full of textbooks on marketing science, econometrics, marketing research, statistics, multivariate analysis, etc.  I use them sometimes (if the leg on my desk has become wobbly, pages from those books  will help prop it up).  I’m kidding of course.  They have their place.

But it is my experience that marketing analysts (or students about to become marketing analysts) appreciate a conceptual, guided overview of how to apply analytics to solve a marketing problem, without all the mathematic clutter of most academic tomes.  That’s the purpose of A GUIDEBOOK FOR MARKETING ANALYSTS.

It’s making the rounds in New York now.  I’ll keep you informed.