| 000 | 02590nam a22002297a 4500 | ||
|---|---|---|---|
| 005 | 20241218153031.0 | ||
| 008 | 241218b |||||||| |||| 00| 0 eng d | ||
| 020 | _a9781529768725 | ||
| 082 |
_a658.8342 _bYIL |
||
| 100 |
_aYildirim, Gokhan _919784 |
||
| 245 | _aApplied marketing analytics using R | ||
| 260 |
_bSage Publication Pvt Ltd. _aLondon _c2023 |
||
| 300 | _axiv, 369 p. | ||
| 365 |
_aGBP _b44.99 |
||
| 500 | _aTable of content: Chapter 1: Introduction Chapter 2: Customer Segmentation Chapter 3: Marketing Mix Modelling Chapter 4: Attribution Modelling Chapter 5: User Generated Data Analytics Chapter 6: Customer Mindset Metrics Chapter 7: Text Mining Chapter 8: Churn Prediction and Marketing Classification Models With Supervised Learning Chapter 9: Demand Forecasting Chapter 10: Image Analytics Chapter 11: Data Project Management and General Recommendations [https://us.sagepub.com/en-us/nam/applied-marketing-analytics-using-r/book277514#contents] | ||
| 520 | _aMarketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success. Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning. Supporting online resources are available to instructors to support teaching, including datasets and software codes and solutions (R Markdowns, HTML files) as well as PowerPoint slides, a teaching guide and a testbank. This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers (https://us.sagepub.com/en-us/nam/applied-marketing-analytics-using-r/book277514) | ||
| 650 |
_aIndustrial marketing _9924 |
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| 650 | _aMarketing statistical methods | ||
| 650 | _aMarketing data processing | ||
| 700 |
_aKubler, Raoul _919785 |
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| 942 |
_cBK _2ddc |
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| 999 |
_c7937 _d7937 |
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