Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only...
It is vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain...
This book is about predictive analytics. Yet, each chapter could easily be handled by an entire volume of its own. So one might think of this a survey of predictive modeling. A predictive model is a...