Predictive Analytics for Marketers Using Data Mining for Business Advantage

Predictive Analytics has revolutionised marketing practice. It involves using many techniques from data mining, statistics, modelling, machine learning and artificial intelligence, to analyse current data and make predictions about unknown future events. In business terms, this enables companies to forecast consumer behaviour and much more. Predictive Analytics for Marketers will guide marketing professionals on how to apply predictive analytical tools to streamline business practices. Including comprehensive coverage of an array of predictive analytic tools and techniques, this book enables readers to harness patterns from past data, to make accurate and useful predictions that can be converted to business success. Truly global in its approach, the insights these techniques offer can be used to manage resources more effectively across all industries and sectors. Written in clear, non-technical language, Predictive Analytics for Marketers contains case studies from the author's more than 25 years of experience and articles from guest contributors, demonstrating how predictive analytics has been used to successfully achieve a range of business purposes.

Dr Barry Leventhal is a leading UK authority on geodemographics and marketing analytics expert. He chairs the Census and Geodemographics Group (CGG), which is an advisory board of The Market Research Society (MRS) and is a leading voice in the UK information industry.

Provides an impartial overview of the various solution vendors and software providers available, enabling readers to select the most appropriate predictive analytic tools for their needs