Marketing meets data science: bridging the gap

Title: Marketing meets data science: bridging the gap
Creator: Moscato, Pablo; De Vries, Natalie Jane
Relation: ARC.FT120100060 http://purl.org/au-research/grants/arc/FT120100060
Relation: Business and Consumer Analytics: New Ideas p. 3-117
Publisher Link: http://dx.doi.org/10.1007/978-3-030-06222-4_1
Publisher: Springer Cham
Resource Type: book chapter
Date: 2019
Description: It is certain that computer science is completely reformulating the way that business is being conducted around the world. We are witnessing the increasing availability of large volumes of data together with the advances in artificial intelligence, machine learning and optimization techniques. Breakthroughs in statistics, discrete applied mathematics and new algorithms are leading to the development of a new interdisciplinary field: data science. The purpose of this chapter is to provide a bridge, a short-cut to understand some of the questions that computer science deals with in a context of developing new techniques to get knowledge from data.
Subject: Analytics; marketing and customer behaviour analytics; data mining; marketing
Identifier: http://hdl.handle.net/1959.13/1460495
Identifier: uon:45980
Identifier: ISBN:9783030062217
Language: eng

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