Creating Value with Data Analytics in Marketing by Peter C. V... - 9780367819798

Creating Value with Data Analytics in MarketingMastering Data Science\nAuthor(s): Peter C. Verhoef, Edwin Kooge, Natasha Walk, Jaap E. Wieringa\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367819798, 978-0367819798\nSynopsis\nThis book is a refreshingly 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 that are designed to cope with its size and complexity, and which enable organizations to leverage the information to create value in marketing.\n\nCreating Value with Data Analytics in Marketing provides a nuanced view of big data developments and data science, arguing that big data is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors extensive academic and practical knowledge, this book aims to provide ma.