Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning, and AI, this key text reviews the issues, research, and concepts essential for navigating this dynamic landscape. It demonstrates how data-driven insights can be seamlessly integrated with existing academic research to inform knowledge-driven decision-making.

Adopting a practical and managerial perspective while also delving into the rich history of academic consumer research, this textbook offers a refreshing and original approach. It features numerous accessible examples, scenarios, and exhibits that condense the complex array of relevant work into a coherent, synthesized, and readable whole. The book covers essential topics from data visualization to semiotics, concluding with an adaptive structure designed to inform managerial decision-making in the age of analytics-driven marketing.

Consumer Behaviour and Analytics distills vast social and behavioural research alongside digital insight knowledge. It serves as an effective and efficient summary for undergraduate, postgraduate, or executive courses in consumer behaviour and marketing analytics, making it a valuable supplementary text for other marketing modules.