Creating Value With Data Analytics in Marketing : Mastering Data Science

Verhoef, Peter C.; Kooge, Edwin; Walk, Natasha; Wieringa, Jaap E.

ISBN 10: 0367819791 / ISBN 13: 9780367819798

Edité par Routledge, 2021

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Détails bibliographiques

• Titre: Creating Value With Data Analytics in Marketing : Mastering Data Science
• Éditeur: Routledge
• Date de parution: 2021
• Langue: anglais
• ISBN à 10 chiffres: 0367819791
• ISBN à 13 chiffres: 9780367819798
• Reliure: Couverture souple
• Édition: 2ème Édition
• État de l'article: As New

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Synopsis

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.

À propos de l?auteur

Peter C. Verhoef is the Dean of the Faculty of Economics and Business and Professor of Marketing at the University of Groningen, the Netherlands.

Edwin Kooge is a co-founder of BAYZ, a consulting agency focusing on teaching companies to master analytics. He is a data science expert, results-focused business advisor and entrepreneur with more than 25 years' experience in analytics.

Natasha Walk is a co-founder of BAYZ, a consulting agency focusing on teaching companies to master analytics. She is a pragmatic data science expert focusing on talent development in data science with more than 25 years' experience in analytics.

Jaap E. Wieringa is a Professor of Research Methods in Business at the Department of Marketing at the University of Groningen, the Netherlands, and is a Research Director of the Customer Insights Center.