Screen LibraryCreating value with data analytics in marketing : mastering data science /
"This book is a refreshingly practical yet theoretically sound roadmap to leveraging data analytics and data science. The vast amount of data generated about us and our world is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organis...
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| Main Authors: | |
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| Group Author: | ; ; |
| Published: |
Routledge, Taylor & Francis Group,
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| Publisher Address: | Abingdon, Oxon : |
| Publication Dates: | 2022. |
| Literature type: | Book |
| Language: | English |
| Edition: | Second edition. |
| Subjects: | |
| Summary: |
"This book is a refreshingly practical yet theoretically sound roadmap to leveraging data analytics and data science. The vast amount of data generated about us and our world is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value in marketing. Creating Value with Data Analytics in Marketing provides a nuanced view of big data developments and data science, arguing that big data is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors' extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. The second edition of this bestselling text has been fully updated in line with developments in the field and includes a selection of new, international cases and examples, exercises, techniques and methodologies. By tying data and analytics to specific goals and processes for implementation, this is essential reading for advanced undergraduate and postgraduate students and specialists of data analytics, marketing research, marketing management, and customer relationship management. Online resources include chapter-by-chapter lecture slides and data sets and corresponding R code for selected chapters"-- |
| Item Description: | Previous edition: Creating value with big data analytics. |
| Carrier Form: | xxii, 314 pages : illustrations (some color) ; 26 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9780367819781 0367819783 9780367819798 0367819791 |
| Index Number: | HF5415 |
| CLC: | F713.55-37 |
| Call Number: | F713.55-37/V514/2nd ed. |