Business Analytics: Applications to Consumer Marketing - Applications to Consumer Marketing  (English, Hardcover, Kuruganti Sandhya)

As a professional in Analytics industry(Financial Services), i have been able to relate my work with concepts/examples in this book from the beginning. The book takes one thru the life cycle of customer along with the different marketing practices/techniques involved at each phase of the life cycle. In a world where many people work in individual teams/silos, this book succeeds in giving the reader a 360 view of the interaction between different elements of a Marketing organization and custom...

A great read for professionals for understanding data mining methodology, tools, techniques and its application. How to make data work for you and how to make it the core of decision making to propel businesses forward is the key benefit one can get from reading this book. The book comes alive with apt case studies from a variety of industries and real life examples. So pick it up, read it and use it to make quantitatively led business strategies and decisions.

A wonderful guide to learn applications of advanced analytic techniques in solving business problems for both business users and practitioners. Many other books gloss over the details for novices but this book gives a practical approach on exactly how one goes about analyzing and modelling data in applied marketing. It contains a lot of real world examples. and it gets into a lot of details on modelling which you don't normally see in a business analytics book. It spans across problems from v...