Turn complex data into powerful marketing insights. Big Data Analytics and Reporting teaches higher education students how to analyze, interpret, and present data that drives real-world business decisions. This comprehensive textbook bridges marketing strategy with data science, giving students the tools to transform raw information into actionable intelligence. Students learn to collect and evaluate marketing data from multiple digital sources, including websites, social media, and CRM platforms. The curriculum emphasizes data visualization, analytics reporting, and performance measurement—helping students understand how to connect metrics with marketing objectives. Topics include predictive analytics, campaign optimization, and the use of dashboards to communicate results clearly and effectively. Through practical assignments, software-based exercises, and case studies, learners gain hands-on experience using analytics tools to assess key performance indicators (KPIs) and improve marketing outcomes. The text also introduces data ethics, privacy considerations, and compliance standards relevant to today’s digital landscape. Perfect for courses in digital marketing, business analytics, data visualization, and marketing strategy, this textbook equips students with the analytical and critical thinking skills needed to make informed decisions in a data-driven business environment.