Applied Marketing Analytics Using R

"Applied Marketing Analytics Using R" is a comprehensive textbook that focuses on the application of marketing analytics using the R programming language. It provides a detailed introduction to various analytical techniques that are relevant to modern marketing practice. Authors Raoul V. Kübler and Gokhan Yildirim guide readers through a wide range of topics, from customer segmentation and marketing mix modeling to text mining and image analytics. Each chapter is designed to convey both theoretical foundations and practical applications, enabling readers to apply the concepts learned in real business scenarios. The book is aimed at students, professionals, and anyone looking to gain a deeper understanding of the role of data analytics in marketing. With a clear structure and practical examples, it serves as a valuable reference for anyone involved in marketing analytics.