Creating Value with Data Analytics in Marketing: Mastering Data Science

ISBN-13: 9780367819781 / Angielski / Twarda / 2021 / 314 str.

Peter C. Verhoef; Edwin Kooge; Natasha Walk

Opis

This book is a 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 to cope with its size and complexity, and which enable organisations to leverage the information to create value in marketing.

Spis treści

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