Creating Value with Data Analytics in Marketing
eBook - ePub

Creating Value with Data Analytics in Marketing

Mastering Data Science

Peter C. Verhoef, Edwin Kooge, Natasha Walk, Jaap E. Wieringa

  1. 314 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Creating Value with Data Analytics in Marketing

Mastering Data Science

Peter C. Verhoef, Edwin Kooge, Natasha Walk, Jaap E. Wieringa

Book details
Table of contents
Citations

About This Book

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 thisessential 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.

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Information

Publisher
Routledge
Year
2021
ISBN
9781000465518
Edition
2
Topic
Business
Subtopic
Information Management
Index
Business

Table of contents

    Citation styles for Creating Value with Data Analytics in Marketing

    APA 6 Citation

    Verhoef, P., Kooge, E., Walk, N., & Wieringa, J. (2021). Creating Value with Data Analytics in Marketing (2nd ed.). Taylor and Francis. Retrieved from https://www.perlego.com/book/2937114/creating-value-with-data-analytics-in-marketing-pdf (Original work published 2021)

    Chicago Citation

    Verhoef, Peter, Edwin Kooge, Natasha Walk, and Jaap Wieringa. (2021) 2021. Creating Value with Data Analytics in Marketing. 2nd ed. Taylor and Francis. https://www.perlego.com/book/2937114/creating-value-with-data-analytics-in-marketing-pdf.

    Harvard Citation

    Verhoef, P. et al. (2021) Creating Value with Data Analytics in Marketing. 2nd edn. Taylor and Francis. Available at: https://www.perlego.com/book/2937114/creating-value-with-data-analytics-in-marketing-pdf (Accessed: 25 September 2021).

    MLA 7 Citation

    Verhoef, Peter et al. Creating Value with Data Analytics in Marketing. 2nd ed. Taylor and Francis, 2021. Web. 25 Sept. 2021.