Data Analytics in Marketing, Entrepreneurship, and Innovation

1. Auflage 2021
ISBN: 978-0-367-18483-4
Verlag: Taylor & Francis Ltd (Sales)

Buch, Englisch, 192 Seiten, Format (B × H): 160 mm x 239 mm, Gewicht: 458 g

Reihe: Data Analytics Applications

Innovation based in data analytics is a contemporary approach to developing empirically supported advances that encourage entrepreneurial activity inspired by novel marketing inferences. Data Analytics in Marketing, Entrepreneurship, and Innovation covers techniques, processes, models, tools, and practices for creating business opportunities through data analytics. It features case studies that provide realistic examples of applications. This multifaceted examination of data analytics looks at:

- Business analytics

- Applying predictive analytics

- Using discrete choice analysis for decision-making

- Marketing and customer analytics

- Developing new products

- Technopreneurship

- Disruptive versus incremental innovation

The book gives researchers and practitioners insight into how data analytics is used in the areas of innovation, entrepreneurship, and marketing. Innovation analytics helps identify opportunities to develop new products and services, and improve existing methods of product manufacturing and service delivery. Entrepreneurial analytics facilitates the transformation of innovative ideas into strategy and helps entrepreneurs make critical decisions based on data-driven techniques. Marketing analytics is used in collecting, managing, assessing, and analyzing marketing data to predict trends, investigate customer preferences, and launch campaigns.

Zielgruppe

Academic

Autoren/Hrsg.

Kehal, Mounir

El Alfy, Shahira

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Mathematik | Informatik EDV | Informatik EDV & Informatik Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Finanzsektor & Finanzdienstleistungen Unternehmensfinanzierung
• Mathematik | Informatik EDV | Informatik Daten / Datenbanken Data Mining

Inhaltsverzeichnis

1 Business Analytics: Through SIoT and SIoV. 2 Innovation Analytics. 3 Business Predictive Analytics: Tools and Technologies. 4 Hospitality Analytics: Use of Discrete Choice Analysis for Decision Support. 5 Data Analytics in Marketing and Customer Analytics. 6 Marketing Analytics. 7 Big Data Analytics. 8 New Product Development and Entrepreneurship Analytics. 9 Predictive Learning Analytics in Higher Education.

Über Autor(innen)

Mounir Kehal teaches and researches business analytics at the Higher Colleges of Technology, Dubai.Prior to which he was associate professor of management information systens anddean at the College of Business Administration,American University in the Emirates, Dubai.Shahira El Alfy, DBA, PHD Ed, FHEA, ECBA is an Assistant Professor at the Higher Colleges of Technology, Dubai.