Essentials of marketing analytics /
Hair, Joseph F. Jr.
Essentials of marketing analytics / by Joseph Hair, Dana E. Harrison and Haya Ajjan - First Edition. - New York, NY : McGraw Hill, 2022 - xviii, 462 pages : color illustrations, 26 cm.
"This International Student Edition is for use outside of the U.S." --On Cover
Includes bibliographical references and index.
Contents:
PART ONE: OVERVIEW OF MARKETING ANALYTICS AND DATA MANAGEMENT.
Chapter 1: Introduction to Marketing Analytics;
Chapter 2: Data Management.
PART TWO: EXPLORING AND VISUALIZING DATA PATTERNS.
Chapter 3: Exploratory Data Analysis Using Cognitive Analytics ;
Chapter 4: Data Visualization.
PART THREE: ANALYTICAL METHODS FOR SUPERVISED LEARNING.
Chapter 5: Regression Analysis;
Chapter 6: Neural Networks;
Chapter 7: Automated Machine Learning.
PART FOUR: ANALYTICAL METHODS FOR UNSUPERVISED LEARNING.
Chapter 8: Cluster Analysis;
Chapter 9: Market Basket Analysis.
PART FIVE: EMERGING ANALYTICAL APPROACHES.
Chapter 10: Natural Language Processing - Text Mining and Sentiment Analysis;
Chapter 11: Social Network Analysis;
Chapter 12: Web Analytics.
GLOSSARY.
INDEX.
"The starting point in learning marketing analytics is to understand the marketing problem. The second is asking the right business question. The data will help you tell the story.
We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more. The era of Big Data has literally brought about huge amounts of data to review, analyze and solve. Today’s undergraduate and graduate students will need to have a keen understanding of not only the right types of questions to ask, but also the tools available to help answer them. Essentials of Marketing Analytics covers both, in a comprehensive, readable and flexible manner.
Coverage includes the most popular analytics software tools, such as Tableau and Python, as well as a variety of analytical techniques, including but not limited to social network analysis, automated machine learning, neural networking and more. Supported by a robust student and learning package via McGraw Hill Connect, Essentials of Marketing Analytics 1e is the most comprehensive, current, adaptable product on the market!" --Provided by the Publisher
9781260597745 [paperback]. Mindmovers : ₱8,250.00
Marketing research.
Big data.
658.8 / H12 2022
Essentials of marketing analytics / by Joseph Hair, Dana E. Harrison and Haya Ajjan - First Edition. - New York, NY : McGraw Hill, 2022 - xviii, 462 pages : color illustrations, 26 cm.
"This International Student Edition is for use outside of the U.S." --On Cover
Includes bibliographical references and index.
Contents:
PART ONE: OVERVIEW OF MARKETING ANALYTICS AND DATA MANAGEMENT.
Chapter 1: Introduction to Marketing Analytics;
Chapter 2: Data Management.
PART TWO: EXPLORING AND VISUALIZING DATA PATTERNS.
Chapter 3: Exploratory Data Analysis Using Cognitive Analytics ;
Chapter 4: Data Visualization.
PART THREE: ANALYTICAL METHODS FOR SUPERVISED LEARNING.
Chapter 5: Regression Analysis;
Chapter 6: Neural Networks;
Chapter 7: Automated Machine Learning.
PART FOUR: ANALYTICAL METHODS FOR UNSUPERVISED LEARNING.
Chapter 8: Cluster Analysis;
Chapter 9: Market Basket Analysis.
PART FIVE: EMERGING ANALYTICAL APPROACHES.
Chapter 10: Natural Language Processing - Text Mining and Sentiment Analysis;
Chapter 11: Social Network Analysis;
Chapter 12: Web Analytics.
GLOSSARY.
INDEX.
"The starting point in learning marketing analytics is to understand the marketing problem. The second is asking the right business question. The data will help you tell the story.
We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more. The era of Big Data has literally brought about huge amounts of data to review, analyze and solve. Today’s undergraduate and graduate students will need to have a keen understanding of not only the right types of questions to ask, but also the tools available to help answer them. Essentials of Marketing Analytics covers both, in a comprehensive, readable and flexible manner.
Coverage includes the most popular analytics software tools, such as Tableau and Python, as well as a variety of analytical techniques, including but not limited to social network analysis, automated machine learning, neural networking and more. Supported by a robust student and learning package via McGraw Hill Connect, Essentials of Marketing Analytics 1e is the most comprehensive, current, adaptable product on the market!" --Provided by the Publisher
9781260597745 [paperback]. Mindmovers : ₱8,250.00
Marketing research.
Big data.
658.8 / H12 2022