Creating Value with Data Analytics in Marketing: Mastering Data Science

The key competing texts are practitioner-focused ‘how to’ guides, whilst our book combines rigorous theory with practical insight and examples, with authors from both the academic and business world, making it more adoptable as a student text;
Unlike other books on the subject, this has a customer focus and an exploration of how big data can add value to customers as well as organisations;
Enables readers to move from big data to big solutions by demonstrating how to integrate data analytics into specific goals and processes for implementation;
Highly successful and well regarded both for students and practitioners