Business Analytics: Combining data analysis and judgement to inform decisions

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.Additional ISBNs9781529796117, 9781529615982, 9781529616002Business Analytics: Combining data, analysis and judgement to inform decisions 1st Edition is written by Mary Ellen Gordon and published by Sage Publications Ltd (UK). ISBNs for Business Analytics are 9781529615999, 1529615992 and the print ISBNs are 9781529796124, 1529796121. Additional ISBNs include 9781529796117, 9781529615982, 9781529616002.