Название: Data Analytics in Marketing, Entrepreneurship, and Innovation
Автор: Mounir Kehal, Shahira El Alfy
Издательство: Auerbach Publications/CRC Press
Год: 2021
Страниц: 193
Язык: английский
Формат: pdf (true)
Размер: 10.1 MB

Innovation based in data analytics is a contemporary approach to developing empirically supported advances that encourage entrepreneurial activity inspired by novel marketing inferences. Data Analytics in Marketing, Entrepreneurship, and Innovation covers techniques, processes, models, tools, and practices for creating business opportunities through data analytics. It features case studies that provide realistic examples of applications. This multifaceted examination of data analytics looks at:

Business analytics
Applying predictive analytics
Using discrete choice analysis for decision-making
Marketing and customer analytics
Developing new products
Technopreneurship
Disruptive versus incremental innovation

The book gives researchers and practitioners insight into how data analytics is used in the areas of innovation, entrepreneurship, and marketing. Innovation analytics helps identify opportunities to develop new products and services, and improve existing methods of product manufacturing and service delivery. Entrepreneurial analytics facilitates the transformation of innovative ideas into strategy and helps entrepreneurs make critical decisions based on data-driven techniques. Marketing analytics is used in collecting, managing, assessing, and analyzing marketing data to predict trends, investigate customer preferences, and launch campaigns.