Data Analytics in Marketing, Entrepreneurship, and Innovation

Focusing on important aspects of analytics that facilitate innovation, promote entrepreneurship, and improve marketing efficiency and effectiveness, this book provides researchers and business practitioners insight on the techniques, tools, models, and cases of data analytics in the broad areas of innovation, entrepreneurship, and marketing.

Innovation based in data analytics is a contemporary approach to developing empirically supported advances that encourage entrepreneurial activity inspired by novel marketing inferences. Data Analytics in Marketing, Entrepreneurship, and Innovation covers techniques, processes, models, tools, and practices for creating business opportunities through data analytics. It features case studies that provide realistic examples of applications. This multifaceted examination of data analytics looks at:

• Business analytics
• Applying predictive analytics
• Using discrete choice analysis for decision-making
• Marketing and customer analytics
• Developing new products
• Technopreneurship

• Disruptive versus incremental innovation The book gives researchers and practitioners insight into how data analytics is used in the areas of innovation, entrepreneurship, and marketing. Innovation analytics helps identify opportunities to develop new products and services, and improve existing methods of product manufacturing and service delivery. Entrepreneurial analytics facilitates the transformation of innovative ideas into strategy and helps entrepreneurs make critical decisions based on data-driven techniques. Marketing analytics is used in collecting, managing, assessing, and analyzing marketing data to predict trends, investigate customer preferences, and launch campaigns.

  Autorentext

Mounir Kehal teaches and researches business analytics at the Higher Colleges of Technology, Dubai. Prior to which he was associate professor of management information systens and dean at the College of Business Administration, American University in the Emirates, Dubai.
Shahira El Alfy, DBA, PHD Ed, FHEA, ECBA is an Assistant Professor at the Higher Colleges of Technology, Dubai.

Inhalt

1 Business Analytics: Through SIoT and SIoV. 2 Innovation Analytics. 3 Business Predictive Analytics: Tools and Technologies. 4 Hospitality Analytics: Use of Discrete Choice Analysis for Decision Support. 5 Data Analytics in Marketing and Customer Analytics. 6 Marketing Analytics. 7 Big Data Analytics. 8 New Product Development and Entrepreneurship Analytics. 9 Predictive Learning Analytics in Higher Education.