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LEADER 03155cam a2200349 i 4500
001
991008223169607546
005
20241108091128.0
008
201202s2024 nyuad b 001 0 eng d
020
a| 9781266931628
q| (paperback)
040
a| DLC
b| eng
e| rda
c| DLC
d| HkLN
d| HK-SYU
050
4
a| HF5415.2
b| .H258 2024
082
0
0
a| 658.8/3
2| 23
092
0
a| 658.83
b| HAI 2024
100
1
a| Hair, Joseph F.,
c| Jr.,
d| 1944-
e| author.
245
1
0
a| Essentials of marketing analytics /
c| Joseph F. Hair, Jr., Dana E. Harrison, Haya Ajjan.
250
a| [Second edition], International student edition.
264
1
a| New York, NY :
b| McGraw Hill Education,
c| [2024]
264
4
c| ©2024
300
a| xviii, 473 pages :
b| color illustrations, charts ;
c| 26 cm.
336
a| text
b| txt
2| rdacontent
337
a| unmediated
b| n
2| rdamedia
338
a| volume
b| nc
2| rdacarrier
504
a| Includes bibliographical references and index.
505
0
a| 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 --Glossary -- Index.
520
a| "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! ."--
c| Provided by publisher.
650
0
a| Marketing research
v| Juvenile literature.
650
0
a| Marketing
v| Juvenile literature.
700
1
a| Harrison, Dana E.,
e| author.
700
1
a| Ajjan, Haya,
e| author.
910
b| wlc
c| wsl
998
a| book
b| 08-11-24
945
h| Principal
l| location
i| barcode
y| id
f| bookplate
a| callnoa
b| callnob
n| GDM524