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Marketing analytics : a practical guide to improving consumer insights using data techniques
(Kogan Page, 2023)
"Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these ...
Marketing analytics : a machine learning approach
(Apple Academic Press Inc., 2023)
"With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, ...