This instructor manual is designed for use with Marketing Analytics: Essential Tools for Data-Driven Decisions, by Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox (2021), available at https://www.upress.virginia.edu/title/5523. The case studies and technical notes in the book, which comprise the Marketing Analytics course elective at UVA’s Darden Graduate School of Business, challenge readers to determine how to identify relevant data, choose the best analytical technique, and question the link between marketing plans and customer behavior. Emphasizing the connections of marketing inputs to customer behavior, the authors reveal how informed experimentation and heuristics help develop models to predict market outcomes. This manual offers extensive support to instructors adopting the book in the classroom. It includes chapter overviews, learning objectives, resources (including videos; instructor-only spreadsheets and PowerPoints; and supplemental cases, articles, and websites), step-by-step case teaching plans, and assessment questions. It also includes a detailed explanation of and teaching guide to a Forio simulation on media attribution, which does not appear in the book; this simulation has been used effectively as a midcourse evaluation or final exam. Please note: Marketing Analytics: Essential Tools for Data-Driven Decisions is available for purchase at https://www.upress.virginia.edu/title/5523; this is the instructor manual that accompanies it.