Predictive Analytics for Marketers Using Data Mining for Business Advantage
Leventhal, Barry
ISBN 10: 0749479930 ISBN 13: 9780749479930
Published by Kogan Page Ltd, 2018
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240 pages. 8.75x6.25x0.75 inches. In Stock. This item is printed on demand. Seller Inventory # __0749479930
Synopsis:
Predictive analytics has revolutionized marketing practice. It involves using many techniques from data mining, statistics, modelling, machine learning and artificial intelligence, to analyse current data and make predictions about unknown future events. In business terms, this enables companies to forecast consumer behaviour and much more. Predictive Analytics for Marketers will guide marketing professionals on how to apply predictive analytical tools to streamline business practices. Including comprehensive coverage of an array of predictive analytic tools and techniques, this book enables readers to harness patterns from past data, to make accurate and useful predictions that can be converted to business success. Truly global in its approach, the insights these techniques offer can be used to manage resources more effectively across all industries and sectors.
Written in clear, non-technical language, Predictive Analytics for Marketers contains case studies from the author's more than 25 years of experience and articles from guest contributors, demonstrating how predictive analytics can be used to successfully achieve a range of business purposes.
About the Author: Dr Barry Leventhal is a leading UK authority on geodemographics and a marketing analytics expert. He is Emeritus Chair of the Census and Geodemographics Group (CGG), which is an advisory board of The Market Research Society (MRS) and a leading voice in the UK information industry. He was recently awarded the MRS Gold Medal Award - the association's rarest accolade, presented for the first time since 2008 - in recognition of his lifetime of exceptional achievement and contribution to the research profession.
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Title: Predictive Analytics for Marketers Using ...
Publisher: Kogan Page Ltd
Publication Date: 2018
Binding: Paperback
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ISBN 10: 0749479930
ISBN 13: 9780749479930
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