This new textbook focuses on how data and analytics can be used to
help inform organisational decision-making across the business by
complementing human judgement. Taking a highly practical approach,
it covers major use cases for analytics across different business
areas, including marketing analytics, HR analytics, operational
analytics and financial analytics. This concise and readable book
grounds discussion in the fundamentals of data, analytics and data
visualisation, and in an understanding of the legal and ethical
responsibilities that come with working with data. Key features
include: • Analytics in Practice vignettes show how data and
analytics have been applied in real organisations • Video
interviews with industry professionals bring examples to life • A
running case study and accompanying dataset allow you to apply what
you have learnt Suitable for undergraduate and postgraduate
students studying business analytics. Mary Ellen Gordon is
Senior Professional Teaching Fellow/Senior Lecturer in the School
of Information Systems at the Victoria University of Wellington,
New Zealand.
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