This book is a practical yet theoretically sound roadmap to leveraging data analytics and data science. The vast amount of data generated about us and our world is useless without plans and strategies to cope with its size and complexity, and which enable organisations to leverage the information to create value in marketing.
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'Creating Value with Data Analytics in Marketing - Verhoef, Peter C., Kooge, Edwin, Walk, Natasha (Metriclab Big Data Analytics, The Netherlands), Wieringa, Jaap E.'.
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