Essentials of marketing analytics
- Chennai McGraw Hill Education (India) Private Limited 2025
- xx, 492 p.
Table of contents: PART 1: OVERVIEW OF MARKETING ANALYTICS AND DATA MANAGEMENT 1. Introduction to Marketing Analytics 2. Data Management PART 2: EXPLORING AND VISUALIZING DATA PATTERNS 3. Exploratory Data Analysis Using Cognitive Analytics 4. Data Visualization PART 3: ANALYTICAL METHODS FOR SUPERVISED LEARNING 5. Regression Analysis 6. Neural Networks 7. Automated Machine Learning PART 4: ANALYTICAL METHODS FOR UNSUPERVISED LEARNING 8. Cluster Analysis 9. Market Basket Analysis PART 5: EMERGING ANALYTICAL APPROACHES 10. Natural Language Processing 11. Social Network Analysis 12. Fundamentals of Digital Marketing Analytics
In the era of Big Data, students must grasp not only the right questions but also the tools to answer them. Essentials of Marketing Analytics provides a comprehensive, readable, and flexible guide for undergraduates and graduates. Coverage includes the most popular analytics software tools, such as Tableau and Python, as well as a variety of analytical techniques, including but not limited to social network analysis, automated machine learning, neural networking and more. Supported by a robust student and learning package via McGraw Hill Connect, Essentials of Marketing Analytics is the most comprehensive, current, adaptable product on the market!