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Applied Marketing Analytics Using R

Autor Gokhan Yildirim, Raoul V. Kübler
en Limba Engleză Paperback – 22 aug 2023
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.
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Specificații

ISBN-13: 9781529768725
ISBN-10: 1529768721
Pagini: 392
Dimensiuni: 191 x 235 x 22 mm
Greutate: 0.67 kg
Editura: SAGE Publications Ltd

Cuprins

Chapter 1: Introduction
Chapter 2: Customer Segmentation
Chapter 3: Marketing Mix Modelling
Chapter 4: Attribution Modelling
Chapter 5: User Generated Data Analytics
Chapter 6: Customer Mindset Metrics
Chapter 7: Text Mining
Chapter 8: Churn Prediction and Marketing Classification Models With Supervised Learning
Chapter 9: Demand Forecasting
Chapter 10: Image Analytics
Chapter 11: Data Project Management and General Recommendations