Business Analytics

Recently published as a textbook, this title examines how data and analytics can guide decisions across an organisation, working alongside human judgement rather than replacing it. Its approach is hands-on, surveying the major applications of analytics in marketing, human resources, operations and finance.

Before reaching those applications, readers build a base in data, analytics and data visualisation, and they consider the legal and ethical obligations that come with handling data. Analytics in Practice vignettes describe how real organisations have used these methods, and video interviews with industry professionals add further context. A running case study, along with an accompanying dataset, gives readers the chance to apply what they have learned.

The book is aimed at undergraduate and postgraduate students of business analytics. Its author, Mary Ellen Gordon, is Senior Professional Teaching Fellow and Senior Lecturer in the School of Information Systems at Victoria University of Wellington in New Zealand.