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Creating Value with Data Analytics in Marketing: Mastering Data Science

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Publisher	Routledge; 2 edition
ISBN 10	0367819791
Book Format	Paperback
Book Description	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.
Publication Date	2021-11-08

ISBN 13	9780367819798
Author	Peter C. Verhoef
Language	English
About the Author	Peter C. Verhoef is the Dean of the Faculty of Economics and Business and Professor of Marketing at the University of Groningen, the Netherlands. Edwin Kooge is aco-founder of BAYZ, a consulting agency focusing on teaching companies to master analytics. He is a data science expert, results-focused business advisor and entrepreneur with more than 25 years’ experience in analytics. Natasha Walk is aco-founder of BAYZ, a consulting agency focusing on teaching companies to master analytics. She is a pragmatic data science expert focusing on talent development in data science with more than 25 years’ experience in analytics. Jaap E. Wieringa is a Professor of Research Methods in Business at the Department of Marketing at the University of Groningen, the Netherlands, and is a Research Director of the Customer Insights Center.
Number of Pages	314 pages

Cart Total  292.00

Creating Value with Data Analytics in Marketing: Mastering Data Science

292.00

Low stock: only 2 left