2020_BEC_FlipBooks

2020_FlipBook_Hair_Essentials_of_Marketing_Analytics_1e

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Learn more or contact your local McGraw-Hill Representative ® 4 Joseph F. Hair, Jr. Mitchell College of Business University of South Alabama jhair@southalabama.edu Dana E. Harrison College of Business and Technology East Tennessee State University harrisondl@etsu.edu Haya Ajjan Martha and Spencer Love School of Business Elon University hajjan@elon.edu An Overview of the Twelve Chapter Text Marketing analytics involves a variety of techniques characterized by different levels of maturity, including descriptive, predictive, prescriptive and AI/Cognitive approaches. Our textbook covers the primary techniques that fall within each of these levels of maturity and is organized into five sections. The first section of the book includes two chapters: Chapter 1 Introduction to Marketing Analytics and Chapter 2 Data Management. These chapters provide an overview that defines and explains the relevance of marketing analytics and continues by clarifying how to ask the right questions, define the right business problem, select appropriate data types, specify correct measurements, and ensure effective data management. Section two also has two chapters – Chapter 3 Exploratory Data Analysis Using Cognitive Analytics and Chapter 4 Data Visualization. These two chapters fo- cus on the power of visualization to explore and identify meaningful data patterns. The third section presents three of the most popular supervised learning methods, using an easily understandable, applied approach, and includes: Chapter 5 Regression Analysis, Chapter 6 Neural Networks, and Chapter 7 Automated Machine Learning. Unsupervised learning methods are covered in the fourth section in Chapter 8 Cluster Analysis and Chapter 9 Market Basket Analysis. These methods are ap- plied to discover patterns in the data using state of the art tools. Finally, in the fifth section we cover emerging analytical approaches as described in Chapter 10 Natural Language Processing, Chapter 11 Social Network Analysis, and Chapter 12 Web Analytics. Thank you for your consideration and hopefully adoption of our Essentials of Marketing Analytics textbook. We welcome your feedback. For those of you familiar with the widely adopted methodological books of the lead author, this book continues that successful tradition. Please reach out to us if you have any questions. Kind Regards,

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