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Creating Value with Data Analytics in Marketing

Mastering Data Science

Gebonden Engels 2021 9780367819781
Verwachte levertijd ongeveer 8 werkdagen


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 organizations 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.

Tying data and analytics to specific goals and processes for implementation makes this 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.


Aantal pagina's:314


5.0 van de 5
1 stem

Over Edwin Kooge

Edwin Kooge is co-founder of Metrixlab Big Data Analytics, The Netherlands. He is a pragmatic data-analyst, a result focused consultant and entrepreneur with more than 25 years’ experience in analytics.

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Over Natasha Walk

Natasha Walk is co-founder of Metrixlab Big Data Analytics, The Netherlands. She is a data-hacker, analyst and talent coach with more than twenty years of experience in applied analytics.

Andere boeken door Natasha Walk


1 Data science and big data
2 Creating value with data science
3 Value objectives and metrics
4 Data assets
5 Data storing and integration
6 Customer privacy and data security
7 Data analytics
8 Data exploration
9 Data modeling
10 Creating impact with storytelling and visualization
11 Creating value with data science
12 Building successful data analytics capabilities

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        Creating Value with Data Analytics in Marketing