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Data analytics underpin our modern data-driven economy. This
textbook explains the relevance of data analytics at the firm and
industry levels, tracing the evolution and key components of the
field, and showing how data analytics insights can be leveraged for
business results. The first section of the text covers key topics
such as data analytics tools, data mining, business intelligence,
customer relationship management, and cybersecurity. The chapters
then take an industry focus, exploring how data analytics can be
used in particular settings to strengthen business decision-making.
A range of sectors are examined, including financial services,
accounting, marketing, sport, health care, retail, transport, and
education. With industry case studies, clear definitions of
terminology, and no background knowledge required, this text
supports students in gaining a solid understanding of data
analytics and its practical applications. PowerPoint slides, a test
bank of questions, and an instructor's manual are also provided as
online supplements. This will be a valuable text for undergraduate
level courses in data analytics, data mining, business
intelligence, and related areas.
Data analytics underpin our modern data-driven economy. This
textbook explains the relevance of data analytics at the firm and
industry levels, tracing the evolution and key components of the
field, and showing how data analytics insights can be leveraged for
business results. The first section of the text covers key topics
such as data analytics tools, data mining, business intelligence,
customer relationship management, and cybersecurity. The chapters
then take an industry focus, exploring how data analytics can be
used in particular settings to strengthen business decision-making.
A range of sectors are examined, including financial services,
accounting, marketing, sport, health care, retail, transport, and
education. With industry case studies, clear definitions of
terminology, and no background knowledge required, this text
supports students in gaining a solid understanding of data
analytics and its practical applications. PowerPoint slides, a test
bank of questions, and an instructor's manual are also provided as
online supplements. This will be a valuable text for undergraduate
level courses in data analytics, data mining, business
intelligence, and related areas.
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