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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
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 a co-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 a co-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.
This book is a 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 to cope with its size and complexity, and which enable organisations to leverage the information to create value in marketing.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
EUR 17,37 per la spedizione da U.S.A. a Italia
Destinazione, tempi e costiGRATIS per la spedizione da U.S.A. a Italia
Destinazione, tempi e costiDa: Basi6 International, Irving, TX, U.S.A.
Condizione: Brand New. New. US edition. Excellent Customer Service. Codice articolo ABEJUNE24-83456
Quantità: 3 disponibili
Da: Romtrade Corp., STERLING HEIGHTS, MI, U.S.A.
Condizione: New. This is a Brand-new US Edition. This Item may be shipped from US or any other country as we have multiple locations worldwide. Codice articolo ABNR-281959
Quantità: 1 disponibili
Da: THE SAINT BOOKSTORE, Southport, Regno Unito
Paperback / softback. Condizione: New. This item is printed on demand. New copy - Usually dispatched within 5-9 working days. Codice articolo C9780367819798
Quantità: 5 disponibili
Da: Books Puddle, New York, NY, U.S.A.
Condizione: New. Codice articolo 26384724151
Quantità: 4 disponibili
Da: Biblios, Frankfurt am main, HESSE, Germania
Condizione: New. Codice articolo 18384724157
Quantità: 4 disponibili
Da: Majestic Books, Hounslow, Regno Unito
Condizione: New. Codice articolo 379179880
Quantità: 4 disponibili
Da: Speedyhen, London, Regno Unito
Condizione: NEW. Codice articolo NW9780367819798
Quantità: 2 disponibili
Da: GreatBookPrices, Columbia, MD, U.S.A.
Condizione: New. Codice articolo 43093626-n
Quantità: Più di 20 disponibili
Da: THE SAINT BOOKSTORE, Southport, Regno Unito
Paperback / softback. Condizione: New. New copy - Usually dispatched within 4 working days. 501. Codice articolo B9780367819798
Quantità: 1 disponibili
Da: GreatBookPricesUK, Woodford Green, Regno Unito
Condizione: New. Codice articolo 43093626-n
Quantità: Più di 20 disponibili