Data Analytics in Marketing, Entrepreneurship, and Innovation

Mounir Kehal, Shahira El Alfy

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Hardback

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English

CRC Press
13 January 2021

Economics; Research & development management; Databases; Network management; Computer science

Series: Data Analytics Applications

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.

Edited by: Mounir Kehal, Shahira El Alfy
Imprint: CRC Press
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 412g
ISBN: 9780367184834
ISBN 10: 0367184834
Series: Data Analytics Applications
Pages: 182
Publication Date: 13 January 2021
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

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.