| 000 | 02764nam a22003135i 4500 | ||
|---|---|---|---|
| 001 | 22864848 | ||
| 003 | KeNaZET | ||
| 005 | 20241023150707.0 | ||
| 008 | 221114s2023 cau 000 0 eng | ||
| 010 | _a 2022949856 | ||
| 020 |
_a9781529768725 _q(paperback) |
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| 020 |
_a9781529768732 _q(hardcover) |
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| 040 |
_aDLC _beng _erda _cDLC |
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| 042 | _apcc | ||
| 050 | _aHF5415.2 .Y55 2023 | ||
| 100 | 1 |
_aYildirim, Gokhan, _eauthor. _94900 |
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| 245 | 1 | 0 |
_aApplied marketing analytics using R / _cGokhan Yildirim, Raoul Kübler. |
| 250 | _a1. | ||
| 260 |
_aLondon, UK : _bSage Publications, _cc2023. |
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| 263 | _a2307 | ||
| 300 |
_axiv, 369 pages : _bcolored ill. ; _c23 cm. |
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| 504 | _aincludes index. | ||
| 505 | _aIntroduction -- 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 | _a"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 |
_aKübler, Raoul, _eauthor. _94901 |
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| 906 |
_a0 _bibc _corignew _d2 _eepcn _f20 _gy-gencatlg |
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| 942 |
_2lcc _cBK _kHF5415.2 _m.Y55 2023 |
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| 999 |
_c6269 _d6269 |
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