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Mastering marketing data science [electronic resource] : a comprehensive guide for today's marketers / Iain Brown.

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"Within the realm of marketing, data science plays a critical role in unlocking valuable insights and driving strategic decision-making. This dynamic field encompasses a variety of key factors that collectively contribute to its power and effectiveness. These factors include the collection and...

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Bibliographic Details
Online Access: Online Access (A-Z Journals and Newspapers)
Main Author: Brown, Iain, 1942- (Author)
Other title:Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers
Format: Electronic eBook
Language:English
Published: Hoboken, New Jersey : Wiley, [2024]
Edition:First edition.
Series:SAS business series
Subjects:
Marketing > Data processing.
Data mining.
Marketing > Planning.
Consumer behavior.

MARC

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100 1 |a Brown, Iain,  |d 1942-  |e author. 
245 1 0 |a Mastering marketing data science  |h [electronic resource] :  |b a comprehensive guide for today's marketers /  |c Iain Brown. 
246 2 |a Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers 
250 |a First edition. 
264 1 |a Hoboken, New Jersey :  |b Wiley,  |c [2024] 
490 0 |a SAS business series 
500 |a Includes index. 
520 |a "Within the realm of marketing, data science plays a critical role in unlocking valuable insights and driving strategic decision-making. This dynamic field encompasses a variety of key factors that collectively contribute to its power and effectiveness. These factors include the collection and preparation of high-quality data from diverse sources, the application of advanced analytical techniques such as descriptive, predictive, and prescriptive analytics, and the ability to communicate findings in a clear and actionable manner. Furthermore, data science in marketing requires an understanding of consumer behaviour, market trends, and competitive landscape, as well as the ability to leverage this knowledge to inform and optimise marketing strategies. As a result, the marriage of marketing expertise and data science capabilities creates a potent combination that can significantly enhance a company's competitive advantage and drive business growth"--  |c Provided by publisher. 
650 0 |a Marketing  |x Data processing. 
650 0 |a Data mining. 
650 0 |a Marketing  |x Planning. 
650 0 |a Consumer behavior. 
776 0 8 |i Print version:  |a Brown, Iain, 1942-  |t Mastering marketing data science  |b First edition.  |d Hoboken, New Jersey : Wiley, [2024]  |z 9781394258710  |w (DLC) 2024007080 
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