Applied Marketing Analytics Using R

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 ItS 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 AndSoftware 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. Dr. Gokhan Yildirim Is An Associate Professor Of Marketing At Imperial College Business School London. Dr. Raoul V. Kbler Is An Associate Professor Of Marketing At Essec Business School Paris.