Knowledge creation in marketing: the role of predictive analytics
Knowledge creation in marketing: the role of predictive analytics
复制标题
营销中的知识创造：预测分析的作用
DOI：
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发表时间：
2007
期刊：
影响因子：
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通讯作者：
Jr. Joe F. Hair
中科院分区：
文献类型：
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作者：
Jr. Joe F. Hair
目的-本文的目的是提供一个概述的预测分析，总结它是如何影响知识创造的营销，并建议未来的发展，在营销和预测分析的组织和researchers.Design/方法/途径-生存在一个知识经济是来自于能力，将信息转化为知识。为此，研究人员和管理人员越来越依赖预测分析领域。数据挖掘识别和确认解释变量和标准变量之间的关系。预测分析使用已确认的变量之间的关系来预测未来的结果。预测是最常见的值，表明一个特定的行为或事件的可能性将在future.Findings发生-数据挖掘和预测分析越来越受欢迎，因为他们可以在将信息转换为知识的实质性贡献。市场营销是最常见的应用之一。
Purpose – The purpose of this paper is to provide an overview of predictive analytics, summarize how it is impacting knowledge creation in marketing, and suggest future developments in marketing and predictive analytics for both organizations and researchers.Design/methodology/approach – Survival in a knowledge‐based economy is derived from the ability to convert information to knowledge. To do so, researchers and managers increasingly are relying on the field of predictive analytics. Data mining identifies and confirms relationships between explanatory and criterion variables. Predictive analytics uses confirmed relationships between variables to predict future outcomes. The predictions are most often values suggesting the likelihood a particular behavior or event will take place in the future.Findings – Data mining and predictive analytics are increasingly popular because of the substantial contributions they can make in converting information to knowledge. Marketing is among the most frequent applicati...