Applied Marketing Analytics Using R by Gokhan Yildirim Hardcover Book

Description: Applied Marketing Analytics Using R by Gokhan Yildirim, Raoul V. KÜbler Estimated delivery 3-12 business days Format Hardcover Condition Brand New Description Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools. Publisher Description 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 set to continue, its 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 insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning.Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course.This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers.Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London.Dr. Raoul V. Kubler is an Associate Professor of Marketing at ESSEC Business School, Paris. Author Biography Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School where he teaches on the full-time MBA, executive MBA and MSc Business Analytics programs. Gokhans research is at the intersection of marketing effectiveness, metrics and models. He quantifies how marketing actions impact offline and online consumer behaviour, and how changes in consumer attitudes in turn drive company performance. Specifically, his research concerns short vs. long-term effectiveness of digital and non-digital marketing activities, cross-channel marketing resource allocation, and consumer attitudinal metrics for guiding marketing decisions. He uses applied time-series econometrics and machine learning tools to offer managerial insights in these areas. Gokhans academic work appeared in leading journals of the field such as Journal of Marketing, Marketing Science and International Journal of Research in Marketing. He is one of the recipients of the prestigious ISMS-MSI Gary Lilien Practice Prize award. Dr. Raoul KÜbler is an Associate Professor of Marketing at ESSEC Business School in Cergy/Paris where he teaches on the FT Top10 ranked Master in Management program of ESSECs grande ecole, as well as on the schools Global MBA and the executive MBA. Before joining ESSEC he was from 2018 until 2022 a Junior Professor at the University of MÜnster, and worked from 2012 until 2018 as an Assistant Professor of Marketing at Özyegin University in Istanbul, Turkey. In his research, he examines how marketers can leverage user generated content and social media data in combination with machine learning and artificial intelligence to derive better marketing decisions. His research focus is largely guided by his close collaboration with marketing professionals. He consulted leading international companies such as TetraPak, Rausch AG Switzerland, Dr. Wolff Group, PepsiCo Turkey, Sisecam Turkey, Garanti Bank, GfK, and OD Yachting in digital marketing issues. Dr. KÜblers research is frequently published in leading international marketing and business journals such as the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Interactive Marketing and the Journal of Cultural Economics. Furthermore, Raoul has been ranked since 2018 within the top 10% of most successful business scholars in Germany, Switzerland, and Austria according to A+ publications, of which some have been awarded by institutions such as MSI, Marketing EDGE, and EMAC. Details ISBN 152976873X ISBN-13 9781529768732 Title Applied Marketing Analytics Using R Author Gokhan Yildirim, Raoul V. KÜbler Format Hardcover Year 2023 Pages 392 Publisher Sage Publications Ltd GE_Item_ID:158582422; About Us Grand Eagle Retail is the ideal place for all your shopping needs! With fast shipping, low prices, friendly service and over 1,000,000 in stock items - you're bound to find what you want, at a price you'll love! 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