,A complete course platform
Connect enables you to build deeper connections with your students through
cohesive digital content and tools, creating engaging learning experiences.
65%
We are committed to providing you with the right resources and tools to Less Time
support all your students along their personal learning journeys. Grading
Every learner is unique
In Connect, instructors can assign an adaptive
reading experience with SmartBook® 2.0. Rooted in
advanced learning science principles, SmartBook
2.0 delivers each student a personalized experience,
focusing students on their learning gaps, ensuring
that the time they spend studying is time well spent.
mheducation.com/highered/connect/smartbook
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Study anytime, anywhere
Encourage your students to download
“I really liked this app—
the free ReadAnywhere® app so they can it made it easy to study
access their online eBook, SmartBook® 2.0, when you don’t have your
or Adaptive Learning Assignments when it’s textbook in front of you.”
convenient, even when they’re offline. And
since the app automatically syncs with their Jordan Cunningham, a student at
Connect account, all of their work is available Eastern Washington University
every time they open it. Find out more at
mheducation.com/readanywhere
Effective tools for efficient studying
Connect is designed to help students be more productive with simple, flexible, intuitive tools that
maximize study time and meet students’ individual learning needs. Get learning that works for
everyone with Connect.
,Education for all
McGraw Hill works directly with Accessibility Services departments and faculty to meet the learning
needs of all students. Please contact your Accessibility Services Office, and ask them to email
, or visit mheducation.com/about/accessibility for more information.
Affordable solutions, Solutions for
added value your challenges
Make technology work for you with LMS A product isn’t a solution. Real solutions
integration for single sign-on access, are affordable, reliable, and come with
mobile access to the digital textbook, training and ongoing support when
and reports to quickly show you how you need it and how you want it. Visit
each of your students is doing. And with supportateverystep.com for videos and
our Inclusive Access program, you can resources both you and your students
provide all these tools at the lowest can use throughout the term.
available market price to your students.
Ask your McGraw Hill representative for
more information.
Updated and relevant content
Our new Evergreen delivery model provides the most current
and relevant content for your course, hassle-free. Content,
tools, and technology updates are delivered directly to your
existing McGraw Hill Connect® course. Engage students and
freshen up assignments with up-to-date coverage of select
topics and assessments, all without having to switch editions
or build a new course.
, Brief Table of Contents
PART 1 Overview of Marketing Analytics and Data Management 1
1 Introduction to Marketing Analytics 2
2 Data Management 28
PART 2 Exploring and Visualizing Data Patterns 66
3 Exploratory Data Analysis Using Cognitive Analytics 67
4 Data Visualization 96
PART 3 Analytical Methods for Supervised Learning 152
5 Regression Analysis 153
6 Neural Networks 196
7 Automated Machine Learning 242
PART 4 Analytical Methods for Unsupervised Learning 278
8 Cluster Analysis 279
9 Market Basket Analysis 309
PART 5 Emerging Analytical Approaches 339
10 Natural Language Processing 340
11 Social Network Analysis 387
12 Fundamentals of Digital Marketing Analytics 422
Glossary 455
Index 462
xiv
Connect enables you to build deeper connections with your students through
cohesive digital content and tools, creating engaging learning experiences.
65%
We are committed to providing you with the right resources and tools to Less Time
support all your students along their personal learning journeys. Grading
Every learner is unique
In Connect, instructors can assign an adaptive
reading experience with SmartBook® 2.0. Rooted in
advanced learning science principles, SmartBook
2.0 delivers each student a personalized experience,
focusing students on their learning gaps, ensuring
that the time they spend studying is time well spent.
mheducation.com/highered/connect/smartbook
Laptop: Getty Images; Woman/dog: George Doyle/Getty Images
Study anytime, anywhere
Encourage your students to download
“I really liked this app—
the free ReadAnywhere® app so they can it made it easy to study
access their online eBook, SmartBook® 2.0, when you don’t have your
or Adaptive Learning Assignments when it’s textbook in front of you.”
convenient, even when they’re offline. And
since the app automatically syncs with their Jordan Cunningham, a student at
Connect account, all of their work is available Eastern Washington University
every time they open it. Find out more at
mheducation.com/readanywhere
Effective tools for efficient studying
Connect is designed to help students be more productive with simple, flexible, intuitive tools that
maximize study time and meet students’ individual learning needs. Get learning that works for
everyone with Connect.
,Education for all
McGraw Hill works directly with Accessibility Services departments and faculty to meet the learning
needs of all students. Please contact your Accessibility Services Office, and ask them to email
, or visit mheducation.com/about/accessibility for more information.
Affordable solutions, Solutions for
added value your challenges
Make technology work for you with LMS A product isn’t a solution. Real solutions
integration for single sign-on access, are affordable, reliable, and come with
mobile access to the digital textbook, training and ongoing support when
and reports to quickly show you how you need it and how you want it. Visit
each of your students is doing. And with supportateverystep.com for videos and
our Inclusive Access program, you can resources both you and your students
provide all these tools at the lowest can use throughout the term.
available market price to your students.
Ask your McGraw Hill representative for
more information.
Updated and relevant content
Our new Evergreen delivery model provides the most current
and relevant content for your course, hassle-free. Content,
tools, and technology updates are delivered directly to your
existing McGraw Hill Connect® course. Engage students and
freshen up assignments with up-to-date coverage of select
topics and assessments, all without having to switch editions
or build a new course.
, Brief Table of Contents
PART 1 Overview of Marketing Analytics and Data Management 1
1 Introduction to Marketing Analytics 2
2 Data Management 28
PART 2 Exploring and Visualizing Data Patterns 66
3 Exploratory Data Analysis Using Cognitive Analytics 67
4 Data Visualization 96
PART 3 Analytical Methods for Supervised Learning 152
5 Regression Analysis 153
6 Neural Networks 196
7 Automated Machine Learning 242
PART 4 Analytical Methods for Unsupervised Learning 278
8 Cluster Analysis 279
9 Market Basket Analysis 309
PART 5 Emerging Analytical Approaches 339
10 Natural Language Processing 340
11 Social Network Analysis 387
12 Fundamentals of Digital Marketing Analytics 422
Glossary 455
Index 462
xiv
