Business Analytics: Combining data, analysis and judgement to inform decisions [Paperback]

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.

Mary Ellen Gordon is Senior Professional Teaching Fellow/Senior Lecturer in the School of Information Systems at the Victoria University of Wellington, New Zealand.This Business Analytics textbook takes a practical approach to how data and analytics can be used to help inform organisational decisions and actions. I was looking for a book that bridged data sciences and managerial practice. A book that could support me in developing non data scientists to have greater digital literacy. This book fulfilled my needs and my students appreciate how it compliments their practical learning.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
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