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Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python by Thomas W. Miller

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B. Marketing Data Sources

Doing marketing data science means working with many data sources. There is the World Wide Web, a path to extensive secondary research data. We work with corporate databases. And we are often asked to engage in primary research, running experiments and conducting surveys. Which is to say that marketing data science is preceded by data collection.

It is a mistake to think that managers demand information per se. What they demand is the right information. They want information reduced and synthesized, information that is directly relevant to decisions at hand.

How do we find our way to the right information? Through a variety of methods, including online searches, library and secondary research, and primary research. We ...

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