营销分析阶段:揭秘和部署机器学习

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2023-08-12 DOI:10.1177/14707853231191726
L. Paas
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引用次数: 0

摘要

开发分析能力的组织可以利用先进的数据平台和基于云的解决方案;他们也可以尝试复杂的机器学习算法。但是,当业务分析师或数据科学家未能弥合数据、分析和决策之间的差距时,可能意味着过早实施复杂的数据分析。本文旨在从管理文献中得出明确的指导方针,以制定一种逐步部署营销分析的方法,使其具有越来越高的复杂性。此外,我们揭开了相关术语的神秘面纱。
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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.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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