TY  - BOOK
AU  - Hair, Josheph F.
AU  - Harrison, Dana E.
AU  - Ajjan, Haya
AU  - Adhikari, Atanu
TI  - Essentials of marketing analytics
SN  - 9789355327192
U1  - 658.8 
PY  - 2025///
CY  - Chennai
PB  - McGraw Hill Education (India) Private Limited
KW  - Marketing
N1  - 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

[https://www.mheducation.com/highered/product/Essentials-of-Marketing-Analytics-Hair.html#mh-ecomm-he-product-accordion-34496518-heading-mh-ecomm-accordion-list-9720604b5a]
N2  - 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!

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ER  -