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This book provides a fi rst-hand account of business analytics and its implementation and an account of the brief theoretical framework underpinning each component of business analytics. The themes of the book include (1) learning the contours, scope, and boundaries of business analytics; (2) understanding the design aspects of an analytical organization; (3) providing knowledge focusing on developing business activities for fi nancial impact through functional analysis; and (4) deriving a whole gamut of business use cases in a variety of situations to apply business analytics techniques. The book gives a complete and insightful understanding of developing and implementing analytical solutions by analyzing concrete use cases.
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Marketing Analytics, as suggested by the name, indicates the data analytics used for studying, evaluating, and predicting trends in marketing within the consumer marketplace. The digital platforms' expansion and the existing success observed in digital and online marketing has made marketing analytics a must for all organizations aiming at maintaining significance in this technological field. There are a number of questions that can be answered by marketers with the help of implementing and embracing the different tools of marketing analytics. Marketing Analytics is a tool that used for collecting information regarding the use of a particular website, along with using that data in a way that assists in providing measurements associated with the web traffic. These measurements provide a number of benefits to marketers. Each data area can be used in addition to other collected data or on its own for predicting customers' future behavior and providing insight into the best mann.
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Simpósio de Gestão da Inovação Tecnológica 2018
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Awareness to the relevance of Business Analytics in identification of product attributes is considered significant by the market, relevance of Business Analytics in assessing factors leading to customer satisfaction, relevance of Business Analytics in Market segmentation, Market performance, relevance of Business Analytics in Finance applications and in Human Resources applications. Also a seventh construct was considered capturing the keenness of managers to incorporate Business Analytics in their company operations. Using the last construct as grouping variable, Analysis of Variance, ANOVA, was applied to assess which of the first six constructs significantly led to managers’ keenness to incorporate Business Analytics in their company operations. The empirical study concluded that out of the six awareness constructs, awareness was already significant for Identification of product attributes, market segmentation issues and customer satisfaction. However, for the other three constructs, awareness was not yet significant. From the ANOVA one may conclude that awareness to: (a) Market segmentation, (b) market performance and (c) HR applications would highly significantly (2% level of significance) lead managers to incorporate Business Analytics in their company operations. The three other awareness constructs, product attributes, finance and H.R. applications do not yet lead to the keenness of managers to incorporate Business Analytics in their company operations at such high degree of confidence.
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European Journal of Operational Research
