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Full Description
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 is the most comprehensive, current, adaptable product on the market!
Contents
PART 1: OVERVIEW OF MARKETING ANALYTICS AND DATA MANAGEMENT
1 Introduction to Marketing Analytics
2 Data Management
PART 2: EXPLORING AND VISUALIZING DATA PATTERNS
3 Exploratory Data Analysis Using Cognitive Analytics
4 Data Visualization
PART 3: ANALYTICAL METHODS FOR SUPERVISED LEARNING
5 Regression Analysis
6 Neural Networks
7 Automated Machine Learning
PART 4: ANALYTICAL METHODS FOR UNSUPERVISED LEARNING
8 Cluster Analysis
9 Market Basket Analysis
PART 5: EMERGING ANALYTICAL APPROACHES
10 Natural Language Processing
11 Social Network Analysis
12 Fundamentals of Digital Marketing Analytics
