Marketing Analytics: Essential Tools for Data-Driven Decisions (Darden Business) by Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox
English | January 12th, 2021 | ISBN: 0813945151 | 312 pages | True EPUB | 20.13 MB
The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.