Foreword to the first editionForeword to the second editionPrefaceIntroduction to marketing analyticsPART ONE Overview - how can marketing analytics help you?01 A brief statistics review02 Brief principles of consumer behaviour and marketing strategy03 What is an insight?PART TWO Dependent variable techniques04 What drives demand? Modelling dependent variable techniques05 Who is most likely to buy and how do I target them?06 When are my customers most likely to buy?07 Panel regression - how to use a cross-sectional time series08 Systems of equations for modelling dependent variable techniquesPART THREE Inter-relationship techniques09 What does my (customer) market look like? Modelling inter-relationship techniques10 Segmentation - tools and techniquesPART FOUR More important topics for everyday marketing11 Statistical testing - how do I know what works?12 Implementing Big Data and Big Data analyticsPART FIVE Conclusion13 The finale - what should you take away from this?GlossaryBibliography and further readingIndex