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Book Review: Creating Value with Data Analytics in Marketing: Mastering Data Science

Book Review: Creating Value with Data Analytics in Marketing: Mastering Data Science

Creating Value with Data Analytics in Marketing: Mastering Data Science, written by Peter C. Verhoef, Edwin Kooge, Natasha Walk, and Jaap E. Wieringa, is a refreshingly practical yet theoretically sound roadmap to leveraging data analytics and data science. The vast amount of data generated about us and our world is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organizations to leverage the information to create value in marketing.

Creating Value with Data Analytics in Marketing provides a nuanced view of big data developments and data science, arguing that big data is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data? Creating Value with Data Analytics in Marketing: Mastering Data Science is the second edition of this bestselling text that has been fully updated in line with developments in the field and includes a selection of new, international cases and examples, exercises, techniques, and methodologies.

Tying data and analytics to specific goals and processes for implementation makes this essential reading for advanced undergraduate and postgraduate students and specialists in data analytics, marketing research, marketing management, and customer relationship management.

In this book, you will get to read about Data assets, Data analytics, how you can create value with data science and impact with storytelling and visualization? How you can build successful data analytics capabilities? Then what is data storing and integration, data exploration, data modeling, implementation of big data analytics for relevant personalization and online, and lastly what are value objectives and metrics?

Data science and big data analytics are in vogue these days, but none of the current books on these subjects combine an understanding of them along with how they interface with marketing metrics. This is precisely what Peter Verhoef, Edwin Kooge, Natasha Walk, and Jaap Wieringa have accomplished! The book is literally a treasure trove for marketing practitioners, academics and students, to not only understand the specifics of the data science techniques and methodologies but also to develop an appreciation of how they can all be put together to inform managers and drive decisions making!

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