Applied marketing analytics using R 

 - London:  Sage Publications Pvt. Ltd.,  c2023. 
 - xiv, 369p. 
<br/><br/> Includes bibliographical references and index. 
<br/><br/> Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success. Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. 
<br/><br/><label>ISBN: </label>9781529768725 
<br/><br/><label>Subjects--Topical Terms: </label><br/> Industrial marketing<br/>Marketing Data processing<br/>Marketing Statistical methods<br/>R (Computer program language)
<br/><br/><label>Dewey Class. No.: </label>658.8342 YIL  / YIL