This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into ...

The book argues that contemporary macroeconomists cannot provide any conclusive evidence in support of causal hypotheses, and that macroeconomic policy analysis doesn’t qualify as scientifically objective in any of the traditional meanings.

A good business case is so much more than simply the means to justify a decision. A well-written and well-researched business case will secure funding; make sure any project stays on the right side of regulation; mobilize support for the cause; provide the platform for managing the project and the benchmark against which to measure progress. Ian Gambles' Making the Business Case shows you how to make sense of the task at hand, develop a strategy, articulate your options, define the benefits, ...

Despite the recent rapid growth in machine learning and predictive analytics, many of the statistical questions that are faced by researchers and practitioners still involve explaining why something is happening. Regression analysis is the best ‘swiss army knife’ we have for answering these kinds of questions.

This book is a learning resource on inferential statistics and regression analysis. It teaches how to do a wide range of statistical analyses in both R and in Python, ranging from s...

This book explains the ways of transforming business models from supply driven to demand driven through digital technologies and big data analytics. It covers important topics such as digital leadership, the role of Artificial Intelligence, and platform firms and their role in business model transformation.

This book focuses on understanding the wide range of opportunities as well as the spectrum of challenges AI brings in different business contexts and society at large.

Many new challenges including competitiveness are emerging for sustainable business during this era of disruption. This book analyses these challenges to sustainable development and growth and addresses the impact of corporate social responsibility on the competitiveness of organisations.

This innovative and timely book critically explores and demonstrates how both the tourism system and tourism destinations can adapt and act to mitigate, avoid, or solve injustices in destinations.

The book identifies drivers of transformation of auditing, including regulation, digitalisation, sustainability, and individual auditor characteristics, and discusses how the drivers affect auditing.

The purpose of this book is to analyse the effectiveness of digital technologies as well as the fundamental factors that contribute to technological progress in the long run. It also examines structural and qualitative shifts in economies and societies.