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Data Analytics in Marketing, Entrepreneurship, and Innovation

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B01=Mounir Kehal
B01=Shahira El Alfy
Bi Software
Big Data
business decision support
Business predictive analytics
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Conjoint Analysis
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Corona Virus
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discrete choice modeling
disruptive innovation strategies
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empirical marketing research
entrepreneurship analytics
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Machine Learning
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Marketing Analytics
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Product details

  • ISBN 9780367697648
  • Weight: 660g
  • Dimensions: 156 x 234mm
  • Publication Date: 25 Sep 2023
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
  • Language: English
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Description

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.
About
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 and dean 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.