Predictive analytics has revolutionized marketing practice. It involves using many techniques from data mining, statistics, modelling, machine learning and arti

"Mesmerizing & fascinating..." —The Seattle Post-Intelligencer "The Freakonomics of big data." —Stein Kretsinger, founding executive of Advertising.com Awar

Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The seco

Now, a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of mar

Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise results Key FeaturesStudy new techniques for marketin