What to leave behind

More bright clips on marketing research & analytics on our Channel!

Analytics in a Big Data World: Interview with Prof. Dr. Bart Baesens about his new book

1.    Why did you decide to write a book on Big Data and Analytics?

I wanted to write a book which is relevant to decisions that all businesses will need to make in the coming years. As the number of practical applications for data skyrockets, learning how to extract business value from big data becomes a competitive requirement.  Big data sets are assets that can be leveraged quickly and inexpensively, if tackled wisely! My book Analytics in a Big Data World addresses this seemingly Herculean task of coming to grips with multiple channels of data and sculpting them into quantifiable value. This book is for business professionals who want a focused, practical approach to big and data analytics. I hereby focus on case studies, real-world application, and steps for implementation, using theory and mathematical formulas only when strictly necessary!

2.    How does this book differentiate from other books on the topic?

The book provides a comprehensive, end-to-end process overview of how to put analytics to work to solve concrete business problems.  Many current text books only focus on discussing various predictive techniques with too much theoretical focus, hereby losing the general picture.  Building upon my experience in both academia and business, the book provides a unique blend of a state of the art, scientific approach and a clear practitioner focus.  The book also has plenty of tricks and tips on how to successfully apply analytics and includes (performance) benchmarks in a variety of different business contexts (e.g. marketing, fraud detection, credit risk management, web analytics).

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Baqmar Conference 2013:#unexpected Insights

By Stephan Bral

On December 12th 2013, I had the honour to be a guest of the BAQMAR (the Belgian Association for Quantitative and Qualitative Marketing Research ) Unexpected Conference: a conference that brings together the “fine fleur” of Belgian and International Market Researchers.

The theme — Unexpected — could not have been chosen more fitfully.

For me — the outsider — it was the equivalent of a 9-year old’s first trip to FAO Schwarz. A world of new and shiny toys.

For me — the informed outsider — it was the equivalent of trekking in the Himalaya. You know you’re in for the trip of a lifetime — including mortal peril.
Allow me to elaborate.

My take on Unexpected.

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