This new textbook focuses on how data and analytics can be used to help inform organisational decision-making across the business by complementing human judgement.
Taking a highly practical approach, it covers major use cases for analytics across different business areas, including marketing analytics, HR analytics, operational analytics and financial analytics. This concise and readable book grounds discussion in the fundamentals of data, analytics and data visualisation, and in an understanding of the legal and ethical responsibilities that come with working with data.
Key features include:
Suitable for undergraduate and postgraduate students studying business analytics.
Mary Ellen Gordon is Senior Professional Teaching Fellow/Senior Lecturer in the School of Information Systems at the Victoria University of Wellington, New Zealand.
