Creating value with data analytics in marketing : mastering data science
著者
書誌事項
Creating value with data analytics in marketing : mastering data science
Routledge, 2022
2nd ed
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
The key competing texts are practitioner-focused 'how to' guides, whilst our book combines rigorous theory with practical insight and examples, with authors from both the academic and business world, making it more adoptable as a student text;
Unlike other books on the subject, this has a customer focus and an exploration of how big data can add value to customers as well as organisations;
Enables readers to move from "big data" to "big solutions" by demonstrating how to integrate data analytics into specific goals and processes for implementation;
Highly successful and well regarded both for students and practitioners
目次
- 1 Data science and big data
- 2 Creating value with data science
- 3 Value objectives and metrics
- 4 Data assets
- 5 Data storing and integration
- 6 Customer privacy and data security
- 7 Data analytics
- 8 Data exploration
- 9 Data modeling
- 10 Creating impact with storytelling and visualization
- 11 Creating value with data science
- 12 Building successful data analytics capabilities
「Nielsen BookData」 より
