Hair, Joseph F. Jr. creator Jr., 1944-|eauthor creator Harrison, Dana E.; Ajjan, Haya text xx New York, NY McGraw Hill LLC 2024 Second edition monographic und

print

xviii, 473 pages: illustrations 25 cm "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. Part 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 Joseph F. Hair Jr., Dana E. Harrison, Haya Ajjan. Includes index in English Marketing research Marketing 658.83 H1274 2024 9781266931628 251212 20260803094251.0