Название: Creating Value with Big Data Analytics: Making Smarter Marketing Decisions
Автор: Peter C. Verhoef, Edwin Kooge, Natasha Walk
Издательство: Routledge
Год: 2016
ISBN: 9781138837959
Формат: pdf
Страниц: 338
Размер: 13,3 mb
Язык: English

Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself 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 managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data.

By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.