Data Analytics for Business: Lessons for Sales, Marketing, and Strategy

Length: 162 pages
Edition: 1
Language: English
Publisher: Routledge
Publication Date: 2022-12-20
ISBN-10: 0367281481
ISBN-13: 9780367281489
Sales Rank: #8298344 (See Top 100 Books)

Interest in applying analytics, machine learning, and artificial intelligence to sales and marketing has grown dramatically, with no signs of slowing down. This book provides essential guidance to apply advanced analytics and data mining techniques to real-world business applications.

The foundation of this text is the author’s 20-plus years of developing and delivering big data and artificial intelligence solutions across multiple industries: financial services, pharmaceuticals, consumer packaged goods, media, and retail. He provides guidelines and summarized cases for those studying or working in the fields of data science, data engineering, and business analytics. The book also offers a distinctive style: a series of essays, each of which summarizes a critical lesson or provides a step-by-step business process, with specific examples of successes and failures.

Sales and marketing executives, project managers, business and engineering professionals, and graduate students will find this clear and comprehensive book the ideal companion when navigating the complex world of big data analytics.

Cover
Half Title
Title Page
Copyright Page
Table of Contents
About the Author
Foreword
Acknowledgements
Part I: Organizational Design Principles
	1 Linking Business Challenges to Big Data Solutions
	2 Selling the Big Data Analytics Initiative
	3 Organizational Structures for Advanced Analytics
	4 Lessons Learned Managing Big Data Departments
Part II: Analytics Business Applications
	5 Segmentation: Categorizing Your Customers
	6 Targeting: Getting it “Right”
	7 Campaign Measurement with Learning Objectives
	8 Strategic Text Mining
	9 Predictive Modeling for Business
Part III: Implementation and Delivery
	10 Privacy Considerations for Big Data Analytics
	11 Delivering Results with Actionable Insights
	12 Scalability and Long-Term Success
References
Index