Klappentext

Unveil the future of marketing with data science as your guide, transforming insights into action and theory into practice
In an era where data reigns supreme, Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers emerges as the quintessential guide for navigating the complex terrain of digital marketing analytics. Authored by Dr. Iain Brown, a leader in the field of data science, this comprehensive tome is meticulously crafted for students, professionals, and data scientists eager to unlock the transformative power of data in marketing. Through a unique blend of theoretical insights and practical applications, Brown demystifies the science behind data-driven marketing strategies that resonate in today's digital-first world.
With chapters that traverse from the fundamentals of marketing data science to the cutting edge of generative AI, this guide is replete with real-world examples, hands-on exercises, and actionable insights. Readers are equipped to master the art of data collection, analysis, and application, paving the way for innovative marketing solutions that captivate and convert. Whether it's through predictive analytics, NLP, or customer journey analytics, Brown's expertise illuminates the path to leveraging data for strategic advantage.
Mastering Marketing Data Science is more than a book; it's a roadmap to the future of marketing. Dr. Brown invites readers to embark on a journey of discovery and transformation, where data science becomes the cornerstone of marketing excellence. Prepare to be empowered with knowledge that not only enlightens but also enables the application of data science principles to real-world marketing challenges, driving unparalleled business value and innovation.
Praise for MASTERING MARKETING DATA SCIENCE
"This book is an indispensable resource for marketers seeking to harness the power of data science to drive innovation, enhance customer engagement, and achieve competitive advantage in today's digital landscape. A must-read for both seasoned professionals and those aspiring to transform their marketing strategies through data science."
-- Bernard Marr, Bestselling Author and International Keynote Speaker on Business and Technology
"This is an outstanding and timely book on Mastering Marketing Data Science as it provides a unique blend of foundational as well as emerging topics."
-- Prof. dr. Bart Baesens, Professor KU Leuven, Lecturer Southampton Business School
"Mastering Marketing Data Science redefines the landscape of modern marketing, offering a compelling roadmap for harnessing the power of data science."
-- Professor Ganna Pogrebna, Lead for Behavioural Data Science at the Alan Turing Institute (UK); Executive Director at AI and Cyber Futures Institute and Honorary Professor at the University of Sydney Business School (Australia)