Consumer Behaviour and Analytics


Book Description

The second edition of Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and artificial intelligence, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision-making. Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint. It contains numerous accessible examples, scenarios and exhibits, and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole. Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data visualization to semiotics), the book concludes with an adaptive structure to inform managerial decision-making. Consumer Behaviour and Analytics provides a unique distillation from a vast array of social and behavioural research merged with the knowledge potential of digital insight. It offers an effective and efficient summary for undergraduate, postgraduate or executive courses in consumer behaviour and marketing analytics, and also functions as a supplementary text for other marketing modules. Online resources include PowerPoint slides.




Behavior Analytics in Retail


Book Description

What is the value of a bricks-and-mortar store? As retailers move to a multichannel world where the winners must overcome the challenges of pricing transparency, personalized marketing, and supply chain controls, most sales still occur in the physical site. Behavior Analytics is the science of studying the behavior of people. Schedule to Demand is a subset of Behavior Analytics, a method that correlates between traffic, sales and labor data, in order to optimize the productivity of employees and position them where they matter most. In Behavior Analytics for Retail, we will introduce the core metrics of Schedule to Demand; design the requirements for a Customer Service Model of the store, inside the store, and at the checkout; present technology options and accuracy requirements; and offer insights through case studies. Regardless of how the future will shape retail, the physical store will continue to exist, and thrive. We propose a framework for retailers, and others, on how to optimize store operations and profitability, and enhance the shopping experience by measuring, monitoring and predicting the behavior of employees and customers.




Behavioral Data Analysis with R and Python


Book Description

Harness the full power of the behavioral data in your company by learning tools specifically designed for behavioral data analysis. Common data science algorithms and predictive analytics tools treat customer behavioral data, such as clicks on a website or purchases in a supermarket, the same as any other data. Instead, this practical guide introduces powerful methods specifically tailored for behavioral data analysis. Advanced experimental design helps you get the most out of your A/B tests, while causal diagrams allow you to tease out the causes of behaviors even when you can't run experiments. Written in an accessible style for data scientists, business analysts, and behavioral scientists, thispractical book provides complete examples and exercises in R and Python to help you gain more insight from your data--immediately. Understand the specifics of behavioral data Explore the differences between measurement and prediction Learn how to clean and prepare behavioral data Design and analyze experiments to drive optimal business decisions Use behavioral data to understand and measure cause and effect Segment customers in a transparent and insightful way




Handbook of e-Business Security


Book Description

There are a lot of e-business security concerns. Knowing about e-business security issues will likely help overcome them. Keep in mind, companies that have control over their e-business are likely to prosper most. In other words, setting up and maintaining a secure e-business is essential and important to business growth. This book covers state-of-the art practices in e-business security, including privacy, trust, security of transactions, big data, cloud computing, social network, and distributed systems.




Behavior Analysis with Machine Learning Using R


Book Description

Behavior Analysis with Machine Learning Using R introduces machine learning and deep learning concepts and algorithms applied to a diverse set of behavior analysis problems. It focuses on the practical aspects of solving such problems based on data collected from sensors or stored in electronic records. The included examples demonstrate how to perform common data analysis tasks such as: data exploration, visualization, preprocessing, data representation, model training and evaluation. All of this, using the R programming language and real-life behavioral data. Even though the examples focus on behavior analysis tasks, the covered underlying concepts and methods can be applied in any other domain. No prior knowledge in machine learning is assumed. Basic experience with R and basic knowledge in statistics and high school level mathematics are beneficial. Features: Build supervised machine learning models to predict indoor locations based on WiFi signals, recognize physical activities from smartphone sensors and 3D skeleton data, detect hand gestures from accelerometer signals, and so on. Program your own ensemble learning methods and use Multi-View Stacking to fuse signals from heterogeneous data sources. Use unsupervised learning algorithms to discover criminal behavioral patterns. Build deep learning neural networks with TensorFlow and Keras to classify muscle activity from electromyography signals and Convolutional Neural Networks to detect smiles in images. Evaluate the performance of your models in traditional and multi-user settings. Build anomaly detection models such as Isolation Forests and autoencoders to detect abnormal fish behaviors. This book is intended for undergraduate/graduate students and researchers from ubiquitous computing, behavioral ecology, psychology, e-health, and other disciplines who want to learn the basics of machine learning and deep learning and for the more experienced individuals who want to apply machine learning to analyze behavioral data.




Marketing Analytics


Book Description

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique, which can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.




Retail Analytics


Book Description

The inside scoop on boosting sales through spot-on analytics Retailers collect a huge amount of data, but don't know what to do with it. Retail Analytics not only provides a broad understanding of retail, but also shows how to put accumulated data to optimal use. Each chapter covers a different focus of the retail environment, from retail basics and organization structures to common retail database designs. Packed with case studies and examples, this book insightfully reveals how you can begin using your business data as a strategic advantage. Helps retailers and analysts to use analytics to sell more merchandise Provides fact-based analytic strategies that can be replicated with the same success the author achieved on a global level Reveals how retailers can begin using their data as a strategic advantage Includes examples from many retail departments illustrating successful use of data and analytics Analytics is the wave of the future. Put your data to strategic use with the proven guidance found in Retail Analytics.




Essentials of Business Analytics


Book Description

This comprehensive edited volume is the first of its kind, designed to serve as a textbook for long-duration business analytics programs. It can also be used as a guide to the field by practitioners. The book has contributions from experts in top universities and industry. The editors have taken extreme care to ensure continuity across the chapters. The material is organized into three parts: A) Tools, B) Models and C) Applications. In Part A, the tools used by business analysts are described in detail. In Part B, these tools are applied to construct models used to solve business problems. Part C contains detailed applications in various functional areas of business and several case studies. Supporting material can be found in the appendices that develop the pre-requisites for the main text. Every chapter has a business orientation. Typically, each chapter begins with the description of business problems that are transformed into data questions; and methodology is developed to solve these questions. Data analysis is conducted using widely used software, the output and results are clearly explained at each stage of development. These are finally transformed into a business solution. The companion website provides examples, data sets and sample code for each chapter.




Pricing, Online Marketing Behavior, and Analytics


Book Description

Over the past few decades marketing practices have shifted with the sudden growth of social media and the proliferation of devices, platforms, and applications. This rapidly changing environment presents new opportunities and challenges for marketers, who need to stay up to date with the development of e-marketing. Viglia instructs readers in the theories and practices of online marketing;, detailing the characteristics, consumer behaviors, and differences between platforms, analytics, and pricing strategies of new media. Pricing, Online Marketing Behavior, and Analytics covers many different aspects of how online marketing works and its continuous evolution. Case studies and examples are used throughout the book to outline theories and explain e-marketing characteristics in a practical way.




Ask, Measure, Learn


Book Description

You can measure practically anything in the age of social media, but if you don’t know what you’re looking for, collecting mountains of data won’t yield a grain of insight. This non-technical guide shows you how to extract significant business value from big data with Ask-Measure-Learn, a system that helps you ask the right questions, measure the right data, and then learn from the results. Authors Lutz Finger and Soumitra Dutta originally devised this system to help governments and NGOs sift through volumes of data. With this book, these two experts provide business managers and analysts with a high-level overview of the Ask-Measure-Learn system, and demonstrate specific ways to apply social media analytics to marketing, sales, public relations, and customer management, using examples and case studies.