Predictive Analytics for Marketers -

Predictive Analytics for Marketers

Using Data Mining for Business Advantage

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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. Predictive Analytics for Marketers 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, Predictive Analytics for Marketers contains case studies from the author's more than 25 years of experience and articles from guest contributors, demonstrating how predictive analytics can be used to successfully achieve a range of business purposes.

Product code: 9780749479930

ISBN 9780749479930
Dimensions (HxWxD in mm) H234xW154xS15
On Sale Date 03/02/2018
No. Of Pages 272
Publisher Kogan Page Ltd
Understand how to apply predictive analytics to better manage a company and its resources more effectively, with this revolutionary book for marketing professionals.