03366nam a2200337 i 4500 OSt 20260331123946.0 260331t20242024nyuad er 001 0 eng d 9781266931628 RM 192.00 paperback PPAK eng PPAK rda 23 658.83 658.83 HAI R Hair, Joseph F., Jr., 1944- author. Essentials of Marketing Analytics / Joseph F. Hair, Jr., University of South Alabama, Dana E. Harrison, East Tennessee State University, Haya Ajjan, Elon University. 2024 Release. New York, NY : McGraw Hill LLC, [2024] ©2024 xviii, 473 pages : colour illustrations, colour charts ; 26 cm text rdacontent unmediated rdamedia volume rdacarrier This International Student Edition is for use outside of the U.S.--Cover Includes bibliographical references and index. PART ONE: OVERVIEW OF MARKETING ANALYTICS AND DATA MANAGEMENT Chapter 1: Introduction to Marketing Analytics Chapter 2: Data Management PART TWO: EXPLORING AND VISUALIZING DATA PATTERNS Chapter 3: Exploratory Data Analysis Using Cognitive Analytics Chapter 4: Data Visualization PART THREE: ANALYTICAL METHODS FOR SUPERVISED LEARNING Chapter 5: Regression Analysis Chapter 6: Neural Networks Chapter 7: Automated Machine Learning PART FOUR: ANALYTICAL METHODS FOR UNSUPERVISED LEARNING Chapter 8: Cluster Analysis Chapter 9: Market Basket Analysis PART FIVE: EMERGING ANALYTICAL APPROACHES Chapter 10: Natural Language Processing - Text Mining and Sentiment Analysis Chapter 11: Social Network Analysis Chapter 12: Web Analytics "Preface We developed this new book with enthusiasm and great optimism. Marketing analytics is an exciting field to study, and there are numerous emerging opportunities for students at the undergraduate level, and particularly at the masterís level. We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media, artificial intelligence, and many other recent developments. We believe this book will become the premier source for new and essential knowledge in data analytics, particularly for situations related to decision making that can benefit from marketing analytics, which is likely 80 percent of all challenges faced by organizations. Many of you have been asking us to write this book, and we are confident you will be pleased it is now available. This second edition of Essentials of Marketing Analytics was written to meet the needs of you, our customers. The text is concise, highly readable, and value-priced, yet it delivers the basic knowledge needed for an introductory text on marketing analytics. We provide you and your students with an exciting, up-to-date text and an extensive sup-plement package. In the following sections, we summarize what you will find when you examineóand we hope, adoptóthe second edition of Essentials of Marketing Analytics"-- Provided by publisher Marketing research Marketing Harrison, Dana E., author. Ajjan, Haya, author. ddc B 203606 203606 0 1 PPAK R 2026-04-08 0 R 658.83 HAI A01910063 2026-04-08 10:23:48 B