Creating value with data analytics in marketing: mastering data science
Auteur :
Verhoef, Peter C. / Kooge, Edwin / Walk, Natasha / Wieringa, Jaap E.
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367819798
Date de publication :
8 nov. 2021
Dimensions :
24,6 x 17,4 cm
Poids :
1060 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book is a practical yet theoretically sound roadmap to leveraging data analytics and data science. The vast amount of data generated about us and our world is useless without plans and strategies to cope with its size and complexity, and which enable organisations to leverage the information to create value in marketing.