Big Data Analytics: Applications in Business and Marketing

Big Data Analytics: Applications in Business and Marketing explores the concepts and applications of marketing and business analytics, including future research directions, performance management, and decision-making. It is divided into five parts, covering data science, big data, and data analytics, applications of business analytics, business intelligence, marketing decision-making, digital marketing, marketing by consumer analytics, web analytics for digital marketing, and smart retailing.

Format: Paperback / softback
Length: 261 pages
Publication date: 28 December 2021
Publisher: Taylor & Francis Ltd

Big Data Analytics: Applications in Business and Marketing delves into the realm of marketing and business, exploring concepts and applications while also shedding light on future research directions. It further investigates the potential expansion of this emerging field into performance management and decision-making processes. By investing in business and marketing analytics, organizations can unlock value by effectively allocating resources and orchestrating their processes. Data analytics tools play a pivotal role in diagnosing and enhancing performance, contributing to organizational growth and success.

The book is structured into five distinct parts. The first part serves as an introduction to data science, big data, and data analytics, laying the foundation for the subsequent chapters. The second part delves into the diverse applications of business analytics, encompassing areas such as big data analytics and algorithms, market basket analysis, anticipating consumer purchase behavior, analyzing shopping patterns, and utilizing big data analytics for market intelligence. The third part focuses on business intelligence, presenting an evaluation study of churn prediction models within this domain. The fourth part explores analytics for marketing decision-making, highlighting the roles of big data analytics for market intelligence and consumer behavior. The book concludes with chapters on digital marketing, marketing by consumer analytics, web analytics for digital marketing, and smart retailing.

The primary objective of this book is to provide a comprehensive coverage of the concepts, applications, and research trends related to marketing and business analytics. By offering insights into these fields, the book aims to assist organizations in improving their decision-making processes and ultimately boosting profitability through data-driven strategies. Whether you are a business professional, researcher, or student, this book serves as a valuable resource for gaining a deeper understanding of the power of big data analytics in driving organizational growth and success.

Weight: 422g
Dimension: 155 x 233 x 25 (mm)
ISBN-13: 9781032187662