- Provides an impartial overview of the various solution vendors and software providers available, enabling readers to select the most appropriate predictive analytic tools for their needs
- Features international case studies gleaned from the author's more than 25 years of industry experience, and contains supplementary articles from recognised thought-leaders in the field
- Gives a holistic, balanced overview of predictive analytics, the universal branch of advanced analytics used to make predictions about unknown future events
Predictive Analytics for Marketers
Using Data Mining for Business Advantage
Understand how to apply predictive analytics to better manage a company and its resources more effectively, with this revolutionary book for marketing professionals.
Key features at a glance
EAN: 9780749479930
Edition: 1
Published:
Format: 234x154
272 pages
About the book
Predictive analytics has revolutionized marketing practice. It involves using many techniques from data mining, statistics, modelling, machine learning and artificial intelligence, to analyse current data and make predictions about unknown future events. In business terms, this enables companies to forecast consumer behaviour and much more. Predictive Analytics for Marketers will guide marketing professionals on how to apply predictive analytical tools to streamline business practices. Including comprehensive coverage of an array of predictive analytic tools and techniques, this book enables readers to harness patterns from past data, to make accurate and useful predictions that can be converted to business success. Truly global in its approach, the insights these techniques offer can be used to manage resources more effectively across all industries and sectors.
Written in clear, non-technical language, Predictive Analytics for Marketers contains case studies from the author's more than 25 years of experience and articles from guest contributors, demonstrating how predictive analytics can be used to successfully achieve a range of business purposes.
About the authors
Dr Barry Leventhal is a leading UK authority on geodemographics and a marketing analytics expert. He is Emeritus Chair of the Census and Geodemographics Group (CGG), which is an advisory board of The Market Research Society (MRS) and a leading voice in the UK information industry. He was recently awarded the MRS Gold Medal Award - the association's rarest accolade, presented for the first time since 2008 - in recognition of his lifetime of exceptional achievement and contribution to the research profession.
This book is an invaluable aid in the journey from big data to smart data usage, which is where competitive advantage rests. Leventhal delivers lashings of common sense based on erudition and experience, making this a very pragmatic and useful work.
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