TY  - BOOK
AU  - Gordon,Mary Ellen
TI  - Business analytics : combining data, analysis & judgement to inform decisions 
SN  - 9781529796117
U1  - 658.4/01 23
PY  - 2023///]
CY  - Thousand Oaks
PB  - SAGE Publications Ltd
KW  - Business planning
KW  - Statistical methods.
KW  - Industrial management
KW  - fast
N1  - Mary Ellen Gordon is Senior Professional Teaching Fellow/Senior Lecturer in the School of Information Systems at the Victoria University of Wellington, New Zealand; Includes bibliographical references and index.; Chapter 1: How Data And Analytics Can Enhance Human Decision-Making In Organisations    Chapter 2: Why Organisational, Legal, Cultural, And Ethical Considerations Shape What Can And Should Be Done With Data And Analytics    Chapter 3: Preparing To Work With Data    Chapter 4: Analysis Fundamentals    Chapter 5: Communicating Analytical Results    Chapter 6: Marketing Analytics    Chapter 7: HR / People Analytics    Chapter 8: Operational Analytics    Chapter 9: Financial Analytics    Chapter 10: The Future Of Data And Analytics
N2  - 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:
• Analytics in Practice vignettes show how data and analytics have been applied in real organisations
• Video interviews with industry professionals bring examples to life
• A running case study and accompanying dataset allow you to apply what you have learnt

Suitable for undergraduate and postgraduate students studying business analytics
ER  -