Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing a

Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing a

This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of vi

Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn pla

Customer and Business Analytics: Applied Data Mining for Business Decision Making Using R explains and demonstrates, via the accompanying open-source software,