02714nam a2200277Ia 450000500170000000800410001724500910005810000240014910000240017370000350019726000440023225000190027630000380029530000100033350000190034302000180036265000240038065000150040405000220041954600150044150505080045652014370096433600090240133700150241033800110242520260803094251.0251212s2024    xx            000 0 und d1 aEssentials of marketing analytics /cJoseph F. Hair Jr., Dana E. Harrison, Haya Ajjan.  aHair, Joseph F. Jr.  dJr.,  1944-|eauthor  aHarrison, Dana E.; Ajjan, Haya  aNew York, NY :bMcGraw Hill LLC,c2024.  aSecond edition  axviii, 473 pages: billustrations  c25 cm  aIncludes index  a9781266931628  aMarketing research.  aMarketing.  a658.83 H1274 2024  ain English  aPart 1: Overview of marketing analytics and data management -- Introduction to analytics and data management -- Data management -- Part 2: Exploring and visualizing data patterns -- Exploratory data analysis using cognitive analytics -- Data visualization -- Part 3: Analytical methods for unsupervised learning -- Cluster analysis -- Market basket analysis -- Part 5: Emerging analytical approaches -- Natural language processing -- Social network analysis -- Fundamentals of digital marketing analysis  a"Preface We developed this new book with enthusiasm and great optimism. Marketing analytics is an exciting field to study, and there are numerous emerging opportunities for students at the undergraduate level, and particularly at the masteriÌ?s level. We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media, artificial intelligence, and many other recent developments. We believe this book will become the premier source for new and essential knowledge in data analytics, particularly for situations related to decision making that can benefit from marketing analytics, which is likely 80 percent of all challenges faced by organizations. Many of you have been asking us to write this book, and we are confident you will be pleased it is now available. This second edition of Essentials of Marketing Analytics was written to meet the needs of you, our customers. The text is concise, highly readable, and value-priced, yet it delivers the basic knowledge needed for an introductory text on marketing analytics. We provide you and your students with an exciting, up-to-date text and an extensive sup-plement package. In the following sections, we summarize what you will find when you examineoÌ?and we hope, adoptoÌ?the second edition of Essentials of Marketing Analytics"--|cProvided by publisher.  atext  aunmediated  avolume