1st Edition

Data Analytics in Marketing, Entrepreneurship, and Innovation




ISBN 9780367184834
Published January 13, 2021 by Auerbach Publications
192 Pages

USD $120.00

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Book 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.

Table of Contents

1 Business Analytics: Through SIoT and SIoV

MOUNIR KEHAL

2 Innovation Analytics

EMAN ZABALAWI AND ALIA AL JAMMAL

3 Business Predictive Analytics: Tools and Technologies

DUSTIN WHITE

4 Hospitality Analytics: Use of Discrete Choice Analysis for Decision Support

PEDRO LONGART

5 Data Analytics in Marketing and Customer Analytics

RAJASEKHARA MOULY POTLURI AND GERRY N. MUUKA

6 Marketing Analytics

TABANI NDLOVU AND SIHLE NDLOVU

7 Big Data AnalyticsSUJNI PAUL

8 New Product Development and Entrepreneurship Analytics

KENNEDY PRINCE MODUGU

9 Predictive Learning Analytics in Higher Education

LAWAL O. YESUFU

...
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Editor(s)

Biography

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.