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by Barry Leventhal (Author)
Kogan Page | English | 2018 | ISBN-10: 0749479930 | 272 pages | PDF
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. 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, contains case studies from the author's more than 25 years of experience and articles from guest contributors, demonstrating how predictive analytics has been used to successfully achieve a range of business purposes.
Review
"Leventhal helpfully clarifies key concepts and gives sound and practical advice, drawing on his extensive experience in marketing. No matter how much you think you know about analytics, I suggest you read this book, apply it, and benefit from it!" (Paul Allin, Visiting Professor in Statistics, Imperial College London)
"Throughout, this is a very practical guide, with a number of marketing-focused case studies bringing the power of the analytical techniques discussed to life. A book that's very definitely not just for the shelf!" (Paul Cresswell, Head of Data Governance, Experian Marketing Services - Targeting)
"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." (Jane Frost CBE, Chief Executive Office, Market Research Society)
"I highly recommend this book both to those starting out in a career in marketing and to those seasoned marketers in need of some new tricks if they are to stay relevant." (Giles Pavey, Head of Data Strategy at the Department for Work & Employment and Former Chief Data Scientist at dunnhumby Ltd)
"Leventhal masterfully presents a complex subject in a highly accessible way, liberally illustrating the material with real-life examples from his own experience." (Professor David J. Hand, Emeritus Professor of Mathematics, Imperial College London and Chief Scientific Advisor, Winton Group)
"A comprehensive, engaging and accessible introduction to the increasingly important field of predictive analytics and marketing from one of the leading practitioners. Leventhal takes each of the main application areas in turn and focuses on how to generate value from data for your organization." (Tom Smith, Managing Director, Office for National Statistics (ONS) Data Science Campus.)
About the Author
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.
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Predictive analytics for Marketers - Using data mining for business advantage.pdf
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