2023
DOI: 10.1177/14707853231191726
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Marketing analytics stages: Demystifying and deploying machine learning

Leonard J Paas

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 … Show more

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