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Marketing Analytics: Essential Tools for Data-Driven Decisions

By Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox
Hardcover
$39.95
By Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox
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The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.

The book presents actual cases and data, giving readers invaluable real-world i...

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