Название: Marketing Analytics: A Machine Learning Approach
Автор: A. Mansurali, PhD, P. Mary Jeyanthi, PhD
Издательство: CRC Press/Apple Academic Press
Год: 2023
Страниц: 367
Язык: английский
Формат: pdf (true)
Размер: 26.2 MB
With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach , enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of Machine Learning (ML) and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating Machine Learning methods of data analysis that automates analytical model building.