mastering data science Verhoef, Peter C. creator author. Kooge, Edwin author. Walk, Natasha author. Wieringa, Jaap E. author. text bibliography enk 2022 Second edition. monographic eng

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xix, 314 pages : color illustrations ; 25 cm. "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"-- 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. Peter C. Verhoef, [and 3 others]. Previous edition: Creating value with big data analytics. Includes bibliographical references and index. Consumer profiling Big data Marketing Data processing HF5415.32 .V475 2022 658.83 V588c Verhoef, Peter C. London ; New York : Routledge, Taylor & Francis Group, 2022 Second edition. (DLC) 2021020152 9780367819798 2021020151 DLC 210428 20250509172934.0 22013833 eng