This state-of-the-art Handbook provides an overview of the role of
big data analytics in various areas of business and commerce,
including accounting, finance, marketing, human resources,
operations management, fashion retailing, information systems, and
social media. It provides innovative ways of overcoming the
challenges of big data research and proposes new directions for
further research using descriptive, diagnostic, predictive, and
prescriptive analytics. With contributions from leading academics
and practitioners, the Handbook analyses how big data analytics can
be used in different sectors, including detecting credit fraud in
the financial sector, identifying potential diseases in health
care, and increasing customer loyalty in the telecommunication
sector. Chapters explore the use of artificial intelligence in
accounting, the construction of successful data science ecosystems
using the public cloud, and transformational models of personal
data protection in the digital era. The Handbook also discusses the
difficulties of adopting a data science platform and how the public
cloud can aid companies in overcoming these challenges. Exploring
how industries rely on predictive analytics to improve their
decision-making, this Handbook will be essential reading for
students and scholars in business analytics, economics, information
systems, innovation and technology, and research methods. It will
also benefit data analysts, economists, human resource managers,
marketers, neuroscientists, and social science researchers.
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