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Mastering Marketing Data Science

Author : Iain Brown

Publisher : John Wiley & Sons

Page : 439 pages

File Size : 44,82 MB

Release : 2024-04-29

Category : Computers

ISBN : 1394258712

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Book Description

Unlock the Power of Data: Transform Your Marketing Strategies with Data Science In the digital age, understanding the symbiosis between marketing and data science is not just an advantage; it's a necessity. In Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers, Dr. Iain Brown, a leading expert in data science and marketing analytics, offers a comprehensive journey through the cutting-edge methodologies and applications that are defining the future of marketing. This book bridges the gap between theoretical data science concepts and their practical applications in marketing, providing readers with the tools and insights needed to elevate their strategies in a data-driven world. Whether you're a master's student, a marketing professional, or a data scientist keen on applying your skills in a marketing context, this guide will empower you with a deep understanding of marketing data science principles and the competence to apply these principles effectively. Comprehensive Coverage: From data collection to predictive analytics, NLP, and beyond, explore every facet of marketing data science. Practical Applications: Engage with real-world examples, hands-on exercises in both Python & SAS, and actionable insights to apply in your marketing campaigns. Expert Guidance: Benefit from Dr. Iain Brown's decade of experience as he shares cutting-edge techniques and ethical considerations in marketing data science. Future-Ready Skills: Learn about the latest advancements, including generative AI, to stay ahead in the rapidly evolving marketing landscape. Accessible Learning: Tailored for both beginners and seasoned professionals, this book ensures a smooth learning curve with a clear, engaging narrative. Mastering Marketing Data Science is designed as a comprehensive how-to guide, weaving together theory and practice to offer a dynamic, workbook-style learning experience. Dr. Brown's voice and expertise guide you through the complexities of marketing data science, making sophisticated concepts accessible and actionable.



Creating Value with Data Analytics in Marketing

Author : Peter C. Verhoef

Publisher : Routledge

Page : 337 pages

File Size : 45,99 MB

Release : 2021-11-07

Category : Business & Economics

ISBN : 1000465462

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Book Description

The key competing texts are practitioner-focused ‘how to’ guides, whilst our book combines rigorous theory with practical insight and examples, with authors from both the academic and business world, making it more adoptable as a student text; Unlike other books on the subject, this has a customer focus and an exploration of how big data can add value to customers as well as organisations; Enables readers to move from "big data" to "big solutions" by demonstrating how to integrate data analytics into specific goals and processes for implementation; Highly successful and well regarded both for students and practitioners



Mastering Market Analytics

Author : Robert Kozielski

Publisher : Emerald Group Publishing

Page : 443 pages

File Size : 33,52 MB

Release : 2017-11-24

Category : Business & Economics

ISBN : 178714836X

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Book Description

In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to avoid these mistakes.



Hands-On Data Science for Marketing

Author : Yoon Hyup Hwang

Publisher : Packt Publishing Ltd

Page : 448 pages

File Size : 20,26 MB

Release : 2019-03-29

Category : Computers

ISBN : 178934882X

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Book Description

Optimize your marketing strategies through analytics and machine learning Key FeaturesUnderstand how data science drives successful marketing campaignsUse machine learning for better customer engagement, retention, and product recommendationsExtract insights from your data to optimize marketing strategies and increase profitabilityBook Description Regardless of company size, the adoption of data science and machine learning for marketing has been rising in the industry. With this book, you will learn to implement data science techniques to understand the drivers behind the successes and failures of marketing campaigns. This book is a comprehensive guide to help you understand and predict customer behaviors and create more effectively targeted and personalized marketing strategies. This is a practical guide to performing simple-to-advanced tasks, to extract hidden insights from the data and use them to make smart business decisions. You will understand what drives sales and increases customer engagements for your products. You will learn to implement machine learning to forecast which customers are more likely to engage with the products and have high lifetime value. This book will also show you how to use machine learning techniques to understand different customer segments and recommend the right products for each customer. Apart from learning to gain insights into consumer behavior using exploratory analysis, you will also learn the concept of A/B testing and implement it using Python and R. By the end of this book, you will be experienced enough with various data science and machine learning techniques to run and manage successful marketing campaigns for your business. What you will learnLearn how to compute and visualize marketing KPIs in Python and RMaster what drives successful marketing campaigns with data scienceUse machine learning to predict customer engagement and lifetime valueMake product recommendations that customers are most likely to buyLearn how to use A/B testing for better marketing decision makingImplement machine learning to understand different customer segmentsWho this book is for If you are a marketing professional, data scientist, engineer, or a student keen to learn how to apply data science to marketing, this book is what you need! It will be beneficial to have some basic knowledge of either Python or R to work through the examples. This book will also be beneficial for beginners as it covers basic-to-advanced data science concepts and applications in marketing with real-life examples.



Creating Value with Big Data Analytics

Author : Peter C. Verhoef

Publisher : Routledge

Page : 339 pages

File Size : 27,82 MB

Release : 2016-01-08

Category : Business & Economics

ISBN : 1317561929

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Book Description

Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. 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.



MASTERING DATA MINING: THE ART AND SCIENCE OF CUSTOMER RELATIONSHIP MANAGEMENT

Author : Michael J. A. Berry

Publisher :

Page : 512 pages

File Size : 30,23 MB

Release : 2008-09-01

Category :

ISBN : 9788126518258

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Book Description

Special Features: · Best-in-class data mining techniques for solving critical problems in all areas of business· Explains how to pick the right data mining techniques for specific problems· Shows how to perform analysis and evaluate results· Features real-world examples from across various industry sectors· Companion Web site with updates on data mining products and service providers About The Book: Companies have invested in building data warehouses to capture vast amounts of customer information. The payoff comes with mining or getting access to the data within this information gold mine to make better business decisions. Readers and reviewers loved Berry and Linoff's first book, Data Mining Techniques, because the authors so clearly illustrate practical techniques with real benefits for improved marketing and sales. Mastering Data Mining takes off from there-assuming readers know the basic techniques covered in the first book, the authors focus on how to best apply these techniques to real business cases. They start with simple applications and work up to the most powerful and sophisticated examples over the course of about 20 cases. (Ralph Kimball used this same approach in his highly successful Data Warehouse Toolkit). As with their first book, Mastering Data Mining is sufficiently technical for database analysts, but is accessible to technically savvy business and marketing managers. It should also appeal to a new breed of database marketing managers.



Digital Analytics for Marketing

Author : A. Karim Feroz

Publisher : Taylor & Francis

Page : 310 pages

File Size : 25,83 MB

Release : 2024-01-25

Category : Business & Economics

ISBN : 1003821782

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Book Description

This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helping them to think outside the box. Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics. Online support materials for this book include an instructor’s manual, test bank, and PowerPoint slides.



Mastering Java for Data Science

Author : Alexey Grigorev

Publisher : Packt Publishing Ltd

Page : 355 pages

File Size : 18,33 MB

Release : 2017-04-27

Category : Computers

ISBN : 1785887394

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Book Description

Use Java to create a diverse range of Data Science applications and bring Data Science into production About This Book An overview of modern Data Science and Machine Learning libraries available in Java Coverage of a broad set of topics, going from the basics of Machine Learning to Deep Learning and Big Data frameworks. Easy-to-follow illustrations and the running example of building a search engine. Who This Book Is For This book is intended for software engineers who are comfortable with developing Java applications and are familiar with the basic concepts of data science. Additionally, it will also be useful for data scientists who do not yet know Java but want or need to learn it. If you are willing to build efficient data science applications and bring them in the enterprise environment without changing the existing stack, this book is for you! What You Will Learn Get a solid understanding of the data processing toolbox available in Java Explore the data science ecosystem available in Java Find out how to approach different machine learning problems with Java Process unstructured information such as natural language text or images Create your own search engine Get state-of-the-art performance with XGBoost Learn how to build deep neural networks with DeepLearning4j Build applications that scale and process large amounts of data Deploy data science models to production and evaluate their performance In Detail Java is the most popular programming language, according to the TIOBE index, and it is a typical choice for running production systems in many companies, both in the startup world and among large enterprises. Not surprisingly, it is also a common choice for creating data science applications: it is fast and has a great set of data processing tools, both built-in and external. What is more, choosing Java for data science allows you to easily integrate solutions with existing software, and bring data science into production with less effort. This book will teach you how to create data science applications with Java. First, we will revise the most important things when starting a data science application, and then brush up the basics of Java and machine learning before diving into more advanced topics. We start by going over the existing libraries for data processing and libraries with machine learning algorithms. After that, we cover topics such as classification and regression, dimensionality reduction and clustering, information retrieval and natural language processing, and deep learning and big data. Finally, we finish the book by talking about the ways to deploy the model and evaluate it in production settings. Style and approach This is a practical guide where all the important concepts such as classification, regression, and dimensionality reduction are explained with the help of examples.



Mastering Spark for Data Science

Author : Andrew Morgan

Publisher : Packt Publishing Ltd

Page : 550 pages

File Size : 41,71 MB

Release : 2017-03-29

Category : Computers

ISBN : 1785888285

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Book Description

Master the techniques and sophisticated analytics used to construct Spark-based solutions that scale to deliver production-grade data science products About This Book Develop and apply advanced analytical techniques with Spark Learn how to tell a compelling story with data science using Spark's ecosystem Explore data at scale and work with cutting edge data science methods Who This Book Is For This book is for those who have beginner-level familiarity with the Spark architecture and data science applications, especially those who are looking for a challenge and want to learn cutting edge techniques. This book assumes working knowledge of data science, common machine learning methods, and popular data science tools, and assumes you have previously run proof of concept studies and built prototypes. What You Will Learn Learn the design patterns that integrate Spark into industrialized data science pipelines See how commercial data scientists design scalable code and reusable code for data science services Explore cutting edge data science methods so that you can study trends and causality Discover advanced programming techniques using RDD and the DataFrame and Dataset APIs Find out how Spark can be used as a universal ingestion engine tool and as a web scraper Practice the implementation of advanced topics in graph processing, such as community detection and contact chaining Get to know the best practices when performing Extended Exploratory Data Analysis, commonly used in commercial data science teams Study advanced Spark concepts, solution design patterns, and integration architectures Demonstrate powerful data science pipelines In Detail Data science seeks to transform the world using data, and this is typically achieved through disrupting and changing real processes in real industries. In order to operate at this level you need to build data science solutions of substance –solutions that solve real problems. Spark has emerged as the big data platform of choice for data scientists due to its speed, scalability, and easy-to-use APIs. This book deep dives into using Spark to deliver production-grade data science solutions. This process is demonstrated by exploring the construction of a sophisticated global news analysis service that uses Spark to generate continuous geopolitical and current affairs insights.You will learn all about the core Spark APIs and take a comprehensive tour of advanced libraries, including Spark SQL, Spark Streaming, MLlib, and more. You will be introduced to advanced techniques and methods that will help you to construct commercial-grade data products. Focusing on a sequence of tutorials that deliver a working news intelligence service, you will learn about advanced Spark architectures, how to work with geographic data in Spark, and how to tune Spark algorithms so they scale linearly. Style and approach This is an advanced guide for those with beginner-level familiarity with the Spark architecture and working with Data Science applications. Mastering Spark for Data Science is a practical tutorial that uses core Spark APIs and takes a deep dive into advanced libraries including: Spark SQL, visual streaming, and MLlib. This book expands on titles like: Machine Learning with Spark and Learning Spark. It is the next learning curve for those comfortable with Spark and looking to improve their skills.



Data-Driven Marketing

Author : Mark Jeffery

Publisher : John Wiley & Sons

Page : 325 pages

File Size : 17,50 MB

Release : 2010-02-08

Category : Business & Economics

ISBN : 0470504544

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Book Description

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.