{"title":"营销分析阶段:揭秘和部署机器学习","authors":"L. Paas","doi":"10.1177/14707853231191726","DOIUrl":null,"url":null,"abstract":"Organisations that develop analytical capabilities can leverage advanced data platforms and cloud-based solutions; they may also experiment with sophisticated machine learning algorithms. But when business analysts or data scientists fail to bridge the gaps among data, analytics, and decision-making, it might imply a premature implementation of complex data analytics. This article aims to derive clear guidelines from management literature to formulate a stepwise approach for deploying marketing analytics with increasing levels of complexity. Furthermore, we demystify the relevant jargon.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":" ","pages":""},"PeriodicalIF":2.4000,"publicationDate":"2023-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Marketing analytics stages: Demystifying and deploying machine learning\",\"authors\":\"L. Paas\",\"doi\":\"10.1177/14707853231191726\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Organisations that develop analytical capabilities can leverage advanced data platforms and cloud-based solutions; they may also experiment with sophisticated machine learning algorithms. But when business analysts or data scientists fail to bridge the gaps among data, analytics, and decision-making, it might imply a premature implementation of complex data analytics. This article aims to derive clear guidelines from management literature to formulate a stepwise approach for deploying marketing analytics with increasing levels of complexity. Furthermore, we demystify the relevant jargon.\",\"PeriodicalId\":47641,\"journal\":{\"name\":\"International Journal of Market Research\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":2.4000,\"publicationDate\":\"2023-08-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Market Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/14707853231191726\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Market Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14707853231191726","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
Marketing analytics stages: Demystifying and deploying machine learning
Organisations that develop analytical capabilities can leverage advanced data platforms and cloud-based solutions; they may also experiment with sophisticated machine learning algorithms. But when business analysts or data scientists fail to bridge the gaps among data, analytics, and decision-making, it might imply a premature implementation of complex data analytics. This article aims to derive clear guidelines from management literature to formulate a stepwise approach for deploying marketing analytics with increasing levels of complexity. Furthermore, we demystify the relevant jargon.
期刊介绍:
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