Marketing Data Science

Data science experts Foster Provost and Tom Fawcett, Data Science for Business introduces the fundamental principles of data science, and walks you through the "data-analytic thinking" necessary for extracting useful knowledge and business value from the data you collect. This guide also helps you understand the many data-mining techniques in use today. 

The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media, and researching the new generation of digital consumers. This fourth edition has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry.

So many people dream of becoming their own boss or succeeding in their chosen profession, and with the resources available today, more entrepreneurs and professionals are achieving great success! However, success should be defined for the long term. As opportunities start to grow, so does the competition. Getting your business up and running or starting on your career path is one thing, but having a sustainable business or career is another. Many people make the mistake of making plans, but having no follow-through. This is where analytics comes in.

Colonialism has not disappeared; it has taken a new form. In the new world order where data is the new oil, big Tech companies are grabbing our most basic natural resources - our data - exploiting our labour and connections, and repackaging our information to control our views, track our movements, record our conversations and discriminate against us. In this searing, cutting-edge guide, two leading global researchers and founders of the concept of data colonialism reveal how history can help us understand the emerging future - and how we can fight back.

This book walks you through the "need-to-know" aspects of artificial intelligence, including natural language processing, speech recognition, and the power of machine learning to show you how to make the most of this technology in a practical, tactical way. Case studies show how real-world companies are taking the next leap forward. Artificial intelligence and machine learning provide a data-driven basis for more robust and intensely-targeted marketing strategies - and companies that effectively utilize these latest tools will reap the benefit in the marketplace.

The greatest threat to privacy today is not the NSA, but good-old American companies. Internet giants, leading retailers, and other firms are voraciously gathering data with little oversight from anyone. In Las Vegas, no company knows the value of data better than Caesars Entertainment. Many thousands of enthusiastic clients pour through the ever-open doors of their casinos. The secret to the company’s success lies in their one unrivaled asset: they know their clients intimately by tracking the activities of the overwhelming majority of gamblers.