MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02764nam a22003135i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
22864848 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
KeNaZET |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20241023150707.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
221114s2023 cau 000 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2022949856 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781529768725 |
| Qualifying information |
(paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781529768732 |
| Qualifying information |
(hardcover) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.2 .Y55 2023 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Yildirim, Gokhan, |
| Relator term |
author. |
| 9 (RLIN) |
4900 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Applied marketing analytics using R / |
| Statement of responsibility, etc |
Gokhan Yildirim, Raoul Kübler. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
1. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
London, UK : |
| Name of publisher, distributor, etc |
Sage Publications, |
| Date of publication, distribution, etc |
c2023. |
| 263 ## - PROJECTED PUBLICATION DATE |
|---|
| Projected publication date |
2307 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 369 pages : |
| Other physical details |
colored ill. ; |
| Dimensions |
23 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
includes index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Introduction -- Customer segmentation -- Marketing mix modelling -- Attribution modelling -- User-generated data analytics -- Customer mindset metrics -- Text mining -- Churn prediction and marketing classification models with supervised learning -- Demand forecasting -- Image analytics -- Data project management and general recommendations |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"Marketing 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. Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides and a teaching guide for instructors teaching a marketing analytics course. This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers. Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London. Dr. Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris"-- |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kübler, Raoul, |
| Relator term |
author. |
| 9 (RLIN) |
4901 |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
0 |
| b |
ibc |
| c |
orignew |
| d |
2 |
| e |
epcn |
| f |
20 |
| g |
y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Books |
| Call number prefix |
HF5415.2 |
| Call number suffix |
.Y55 2023 |
