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MKTG 422: Data Analytics

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Data Analytics

Creating value with big data analytics: Making smarter marketing decisions by Verhoef, P.C., Kooge, E., & Walk, N.
Call Number: HF5415.32 .V475 2016

ISBN: 9781138837959

Routledge, Taylor & Francis Group

Data-first marketing: How to compete and win the age of analytics by Miller, J.D., & Lim, J.
ISBN: 9781119701248

Publication Date: 2020

ProQuest Ebook Central
Data science for marketing analytics: Achieve your marketing goals with the data analytics power of Python by Blanchard, T., Behera, D., & Bhatnagar, P.
ISBN: 9781789952100

Publication Date: 2019

EBSCOhost

How big data analytics, AI, and social media marketing research boost market orientation by Zhang, H., & Song, M.
Research Technology Management, (2022), 65(2), 64-70
Effects of big data analytics and traditional marketing analytics on new product success by Xu, Z., Franckwick, G.L., & Ramirez, E.
Journal of Business Research, (2016), 69(5), 1562-1566

Analytics for marketers
Harvard Business Review
The importance of data analytics in digital marketing
Raymond A. Mason School of Business
How to become a data-drive marketer without an analytics background
Ad Age
When the price isn't right
Bloomberg Businessweek

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