Peter Mouncey

This book review examines 'Creating value with Big Data analytics: making smarter marketing decisions', by Peter C. Verhoef, Edwin Kooge and Natasha Walk. The book covers more than just the analytic techniques that might be applied in the world of Big Data. At the heart of it is also a useful framework for operationalising Big Data within the company. It can provide market researchers with a perspective on the skills and techniques necessary to extend their role in developing insight from a wider range of data sources.

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