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Creating value with data analytics in marketing : mastering data science / Peter C. Verhoef, [and 3 others].

By: Contributor(s): Material type: TextTextPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2022Edition: Second editionDescription: xix, 314 pages : color illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780367819798
Subject(s): Additional physical formats: Online version:: Creating value with data analytics in marketingDDC classification:
  • 658.83 V588c 23
LOC classification:
  • HF5415.32 .V475 2022
Contents:
Data science and big data -- Creating value with data science -- Value objectives and metrics -- Data assets -- Data storing and integration -- Customer privacy and data security -- Data analytics -- Data exploration -- Data modeling -- Creating impact with storytelling and visualization -- Creating value with data science -- Building successful data analytics capabilities.
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"-- Provided by publisher.
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Holdings
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books Books Main Library Circulation Section CIR 658.83 V588c 2022 (Browse shelf(Opens below)) 1-1 Available 029505

Previous edition: Creating value with big data analytics.

Includes bibliographical references and index.

Data science and big data -- Creating value with data science -- Value objectives and metrics -- Data assets -- Data storing and integration -- Customer privacy and data security -- Data analytics -- Data exploration -- Data modeling -- Creating impact with storytelling and visualization -- Creating value with data science -- Building successful data analytics capabilities.

"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"-- Provided by publisher.

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