Yildirim, Gokhan
Applied marketing analytics using R / Gokhan Yildirim and Raoul Kübler (author) - Thousand Oaks : Sage publications, 2023. - xiv, 369 p. : ill. ; 23 cm.
Note : "This is the Python version of the author's popular 'Applied Marketing Analytics Using R' textbook"-- Provided by publisher. Summary : "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. Chapters include learning objectives, figures, tables and questions to help facilitate learning. Supporting online resources are available to instructors to support teaching, including datasets and software codes and solutions (R Markdowns, HTML files) as well as PowerPoint slides, a teaching guide and a testbank. This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers." provided by Publisher
9781529768725 (pbk.)
Marketing Research.
Industrial marketing.
Marketing Data processing.
Marketing Informatique.
Marketing Méthodes statistiques .
Marketing Statistical methods.
Marketing industriel.
R (Computer program language).
R (Langage de programmation).
658.83 YIL
Applied marketing analytics using R / Gokhan Yildirim and Raoul Kübler (author) - Thousand Oaks : Sage publications, 2023. - xiv, 369 p. : ill. ; 23 cm.
Note : "This is the Python version of the author's popular 'Applied Marketing Analytics Using R' textbook"-- Provided by publisher. Summary : "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. Chapters include learning objectives, figures, tables and questions to help facilitate learning. Supporting online resources are available to instructors to support teaching, including datasets and software codes and solutions (R Markdowns, HTML files) as well as PowerPoint slides, a teaching guide and a testbank. This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers." provided by Publisher
9781529768725 (pbk.)
Marketing Research.
Industrial marketing.
Marketing Data processing.
Marketing Informatique.
Marketing Méthodes statistiques .
Marketing Statistical methods.
Marketing industriel.
R (Computer program language).
R (Langage de programmation).
658.83 YIL
