Essentials of marketing analytics - Hair, Jr., Joseph F., author; Harrison, Dana E.; Ajjan, Haya (New York : McGraw Hill LLC, 2024)
1. Overview of marketing analytics and data management. -- 2. Exploring and visualizing data patterns. -- 3. Analytical methods for supervised learning. -- 4. Analytical methods for unsupervised learning. -- 5. Emerging analytical approaches.
Includes bibliographical references.
Keywords: Marketing; Marketing -- Data processing