Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers (Wiley and SAS Business Series) - Hardcover

Brown, Iain

Hardcover

ISBN 10: 1394258712 ISBN 13: 9781394258710

Publisher: Wiley, 2024

Synopsis

Unlock the Power of Data: Transform Your Marketing Strategies with Data Science

In the digital age, understanding the symbiosis between marketing and data science is not just an advantage; it's a necessity. In Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers, Dr. Iain Brown, a leading expert in data science and marketing analytics, offers a comprehensive journey through the cutting-edge methodologies and applications that are defining the future of marketing. This book bridges the gap between theoretical data science concepts and their practical applications in marketing, providing readers with the tools and insights needed to elevate their strategies in a data-driven world. Whether you're a master's student, a marketing professional, or a data scientist keen on applying your skills in a marketing context, this guide will empower you with a deep understanding of marketing data science principles and the competence to apply these principles effectively.

• Comprehensive Coverage: From data collection to predictive analytics, NLP, and beyond, explore every facet of marketing data science.
• Practical Applications: Engage with real-world examples, hands-on exercises in both Python & SAS, and actionable insights to apply in your marketing campaigns.
• Expert Guidance: Benefit from Dr. Iain Brown's decade of experience as he shares cutting-edge techniques and ethical considerations in marketing data science.
• Future-Ready Skills: Learn about the latest advancements, including generative AI, to stay ahead in the rapidly evolving marketing landscape.
• Accessible Learning: Tailored for both beginners and seasoned professionals, this book ensures a smooth learning curve with a clear, engaging narrative.

Mastering Marketing Data Science is designed as a comprehensive how-to guide, weaving together theory and practice to offer a dynamic, workbook-style learning experience. Dr. Brown's voice and expertise guide you through the complexities of marketing data science, making sophisticated concepts accessible and actionable.

About this title

About the Author

DR IAIN BROWN, is the Head of Data Science for Northern Europe at SAS Institute Inc. and Adjunct Professor of Marketing Data Science at the University of Southampton. With over a decade of experience spanning various sectors, he is a thought leader in Data Science, Marketing, AI, and Machine Learning.
His work has not only contributed to significant projects and innovations but also enriched the academic and professional communities through publications in prestigious journals and presentations at internationally renowned conferences.

From the Back Cover

Unveil the future of marketing with data science as your guide, transforming insights into action and theory into practice

In an era where data reigns supreme, Mastering Marketing Data Science: A Comprehensive Guide for Today’s Marketers emerges as the quintessential guide for navigating the complex terrain of digital marketing analytics. Authored by Dr. Iain Brown, a leader in the field of data science, this comprehensive tome is meticulously crafted for students, professionals, and data scientists eager to unlock the transformative power of data in marketing. Through a unique blend of theoretical insights and practical applications, Brown demystifies the science behind data-driven marketing strategies that resonate in today’s digital-first world.

With chapters that traverse from the fundamentals of marketing data science to the cutting edge of generative AI, this guide is replete with real-world examples, hands-on exercises, and actionable insights. Readers are equipped to master the art of data collection, analysis, and application, paving the way for innovative marketing solutions that captivate and convert. Whether it’s through predictive analytics, NLP, or customer journey analytics, Brown’s expertise illuminates the path to leveraging data for strategic advantage.

Mastering Marketing Data Science is more than a book; it’s a roadmap to the future of marketing. Dr. Brown invites readers to embark on a journey of discovery and transformation, where data science becomes the cornerstone of marketing excellence. Prepare to be empowered with knowledge that not only enlightens but also enables the application of data science principles to real-world marketing challenges, driving unparalleled business value and innovation.

Praise for MASTERING MARKETING DATA SCIENCE

"This book is an indispensable resource for marketers seeking to harness the power of data science to drive innovation, enhance customer engagement, and achieve competitive advantage in today’s digital landscape. A must-read for both seasoned professionals and those aspiring to transform their marketing strategies through data science."
―Bernard Marr, Bestselling Author and International Keynote Speaker on Business and Technology

"This is an outstanding and timely book on Mastering Marketing Data Science as it provides a unique blend of foundational as well as emerging topics."
―Prof. dr. Bart Baesens, Professor KU Leuven, Lecturer Southampton Business School

"Mastering Marketing Data Science redefines the landscape of modern marketing, offering a compelling roadmap for harnessing the power of data science."
―Professor Ganna Pogrebna, Lead for Behavioural Data Science at the Alan Turing Institute (UK); Executive Director at AI and Cyber Futures Institute and Honorary Professor at the University of Sydney Business School (Australia)

From the Inside Flap

In the rapidly evolving landscape of marketing, the fusion of analytics and creativity has heralded a new era of data-driven strategies. Mastering Marketing Data Science: A Comprehensive Guide for Today’s Marketers stands at the forefront of this revolution, offering a comprehensive guide that bridges the gap between complex data science techniques and practical marketing applications. Authored by Dr. Iain Brown, a renowned expert in data science, this book distills over a decade of professional experience and academic insight into a pivotal resource for the modern marketer.

The journey begins with an exploration of the foundational elements of marketing data science, setting the stage for a deep dive into the methodologies that have transformed the marketing industry. From the intricacies of data collection and preparation to the advanced realms of predictive analytics, natural language processing, and beyond, Dr. Brown elucidates the core principles that underpin effective marketing strategies in the digital age. Each chapter is meticulously designed to not only impart theoretical knowledge but also to offer practical examples and exercises that enable readers to apply these insights in real-world scenarios.

As we traverse the landscape of marketing data science, the book unveils the latest advancements in the field, including cutting-edge discussions on generative AI and its implications for content creation, customer engagement, and ethical marketing practices. Dr. Brown's narrative is both enlightening and empowering, urging readers to leverage the power of data science to innovate, optimize, and excel in their marketing endeavors.

Mastering Marketing Data Science is not just a book; it’s a manifesto for the future of marketing. It challenges readers to rethink traditional paradigms and embrace the potential of data science to drive growth, engagement, and value in an increasingly competitive marketplace. Whether you’re a student, a marketing professional, or a data scientist looking to specialize in marketing, this book is your gateway to mastering the art and science of marketing in the digital era.

Edition details

• Publisher: Wiley
• Publication date: 2024
• ISBN 10: 1394258712
• ISBN 13: 9781394258710
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 432