Essentials of marketing analytics : 2024 Release ISE /
Hair, Joseph F.,
Essentials of marketing analytics : 2024 Release ISE / Joseph F. Hair, Dana E. Harrison, Haya Ajjan. - First edition. - 474 pages : illustrations? ; 25 cm.
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.
A timely, comprehensive introduction to marketing analytics for undergraduate and graduate business students. Combines theory with tools like Tableau and Python and explores topics such as neural networks, social network analysis, automated machine learning, and NLP. Supported by McGraw Hill Connect digital platform.turn0search6turn0search2turn0search7
9781266931628
Marketing analytics.
Data visualization.
658.8 / j.h.e.
Essentials of marketing analytics : 2024 Release ISE / Joseph F. Hair, Dana E. Harrison, Haya Ajjan. - First edition. - 474 pages : illustrations? ; 25 cm.
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.
A timely, comprehensive introduction to marketing analytics for undergraduate and graduate business students. Combines theory with tools like Tableau and Python and explores topics such as neural networks, social network analysis, automated machine learning, and NLP. Supported by McGraw Hill Connect digital platform.turn0search6turn0search2turn0search7
9781266931628
Marketing analytics.
Data visualization.
658.8 / j.h.e.