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Reviews “An interesting and novel book that deals with marketing analytics in modern organizations. It presents in accessible form complex information and theoretical perspectives that are often difficult to grasp for the non-marketing expert. The book is particularly significant due to its breadth of coverage. It touches on all essential aspects of machine learning and marketing analytics. If you are a marketing professional, researcher, or student interested in marketing analytics and machine learning, then this book is for you. I have read a number of books in the field, but this book draws my attention because it is comprehensive and well-constructed.” —Prof. Dieu Hack-Polay, Professor of Management, Crandall University, Canada; Associate Professor of Organizational Studies, University of Lincoln, UK With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. CONTENTS: About the Authors / Editors: Editors: A. Mansurali, PhD Assistant Professor, Christ University, Bengaluru, Karnataka, India A. Mansurali, PhD, currently working as an Assistant Professor at Christ University,Bengaluru, Karnataka, India, is an avid researcher and a well-rounded academician in the field of business management, with a special focus on marketing, analytics, and applied research. With innovative and engaging pedagogy, he engages and trains students to understand the current developments in the fields and has several academic contributions in the form of publications to his credit. He is proficient in R, Python, Tableau, Power BI, and machine learning algorithms. He is also a certified trainer for R and machine learning from STAR certification. His competence in analytics and research has earned him key roles in a sponsored research project. He has spent 10 years teaching management graduates marketing and analytics-related courses and researching the same. He has also received funding from the University Grants Commission to conduct research in the area of microfinance. Dr. Mansurali has completed his undergraduate BCA from PSG College of Arts and Science, MBA from PSG College of Technology, and a doctoral degree from Anna University, Chennai, India. He has also completed a Post Graduate Diploma in Computer Application, MSc in Applied Psychology, and MA from Bharathiar University–School of Distance Education. He also holds a PGP–Business Analytics and Business Intelligence degree jointly offered by Great Lakes School for Executive Learning McCombs School of Business, The University of Texas at Austin. He is a lifetime learner having certification in the areas of digital marketing, business intelligence, and analytics. He also engages academic fraternity and industry and trains them in the areas of business intelligence, analytics, and research through MDP and FDPs. Prior to academics, he served in Janalakshmi Financial Services as Area Head-Sales, the role of serving financially excluded people and being involved in the activities of customer acquisition for financial services and handling the payment cycle. P. Mary Jeyanthi, PhD Associate Professor of Decision Science & Analytics, Jaipuria Institute of Management, Jaipur, Rajasthan, India P. Mary Jeyanthi, PhD, is working as an Associate Professor at the Jaipuria Institute of Management, Jaipur, Rajasthan, India. She had one decade of industry experience in HDFC Bank Ltd., Business Intelligence Unit, Chennai, Tamil Nadu, India. She has expertise in business intelligence and forecasting analytics. She has done research on “A New Implementation of Mathematical Models with Metaheuristic Algorithms for Business Intelligence.” In addition, she has published many research papers in various national and international reputed journals and conducted several workshops on research methodology and business intelligence. Dr. Jeyanthi has 14+ years of experience in information technology in the banking sector with extensive skills and experience in business intelligence with metaheuristics algorithms and a Passion for teaching to enrich the environment with knowledge and self-discipline. Being an entrepreneur, she has intensive knowledge in the research field. She has been invited as a Chief Guest at the Intercollege Symposium and Summit across India. She is the resource person for many colleges regarding soft skill training and workshops related to research paper writing. She has contributed many articles in magazines related the building up human capital and business analytics. She has expertise in the novelty approach of writing and managing analytics with real-time scenarios. Her research interests lie in business intelligence and analytics, artificial intelligence (AI), big data analytics, management information systems, data analysis, and business models. |
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The series aims to bridge the gap between academic rigor and practical application, providing tools that empower educators, researchers, students, and activists to spark change and advance the cause of gender equality around the world. For more information, visit: Click here AAP Editor & Author Dr. Wasim Siddiqui to Lead the World Food Preservation Center, USA AAP congratulates Professor Mohammed Wasim Siddiqui on this new and prestigious appointment. In this role, he directs the planning, development, and implementation of plans within the organization, which is dedicated to reduction of postharvest food loss and wastage. Dr. Siddiqui will also originate and promote existing initiatives of the sister universities and institutes of the World Food Preservation Center® LLC. Dr. Siddiqui is editor of two book series with AAP. For more information, visit: Click here Announcing a new AAP book series: Perspectives and Anthropology in Tourism and Hospitality (PATH) For more information, visit: Click here The new AAP book series Innovations in Microbiology welcomes book proposals. For more information, see: Click here COMMENTS FROM AAP EDITORS AND AUTHORS AAP book title: Advances in Audiology and Hearing Science (2-volume set) “I have collaborated with AAP during the process of bringing my two-volume editing work " Advances in Audiology and Hearing Science" to a final publishing phase. Despite the fact that the book brought together 41 different authors (with very different writing styles), AAP support has been truly important throughout the initial and final stages of the book. While the majority of the publishing work is done at the early stages, the final touches that include the last-minute corrections of the authors are extremely crucial to the quality the book tries to convey. 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