Data Analytics in Marketing, Entrepreneurship, and Innovation  book cover
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Data Analytics in Marketing, Entrepreneurship, and Innovation



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

 
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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 of developing new products and services as well as improving 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, Higher Colleges of Technology, Dubai

2. Innovation Analytics
Eman Zabalawi, Higher Colleges of Technology, Dubai

3. Business Predictive Analytics: Tools and Technologies
Dustin White, University of Nebraska at Omaha

4. Hospitality Analytics: Use of Discrete Choice Analysis for Decision Support
Pedro Longart, Higher Colleges of Technology, Dubai

5. Data Analytics in Marketing and Customer Analytics
Rajasekhara Mouly Potluri and Gerry N. Muuka, Ghurair University, Dubai

6. Marketing Analytics
Dabani Ndlovu and Sihle Ndlovu, Higher Colleges of Technology, Dubai

7. Big Data Analytics
Sujni Paul, Higher Colleges of Technology, Dubai

8. New Product Development and Entrepreneurship Analytics
Kennedy Moduglu, Higher Colleges of Technology, Dubai

9. Education Analytics: Predictive Analytics in Higher Education Management
Lawal Yesufu, Higher Colleges of Technology, Dubai

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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.