Master customer insights and drive revenue with cutting-edge Marketing Analytics. This research-based guide unpacks Palmatier’s First Principles framework, offering actionable methods for organizing analytics tools and models. Learn to contextualize statistical analysis, understand technical analyses via vivid examples and a running case study, and apply new techniques for tangible performance improvement. Essential for advanced undergraduate, postgraduate, and MBA marketing students, plus practitioners seeking effective strategy from data. Benefit from a software-agnostic approach and a companion website with datasets and walk-through videos.