Consumer Behaviour and Analyticsprovides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision making.

Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint. It contains numerous accessible examples, scenarios and exhibits and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole. Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data visualization to semiotics), the book concludes with an adaptive structure to inform managerial decision making.

Consumer Behaviour and Analytics provides a unique distillation from a vast array of social and behavioural research merged with the knowledge potential of digital insight. It offers an effective and efficient summary for undergraduate, postgraduate or executive courses in consumer behaviour and marketing analytics or a supplementary text for other marketing modules.

消费者行为与分析为新的营销现实提供了一本消费者行为教科书。在一个大数据、机器学习和人工智能的世界里，这篇关键文本回顾了在这个新领域中导航所必需的问题、研究和概念。它演示了如何使用数据驱动的洞察力，并将其与现有研究的洞察力相结合，为知识驱动的决策提供信息。
采用实用和管理的角度，同时也探讨了学术消费者研究的丰富血统，这本教科书从一个令人耳目一新的和原始的立场来处理它的主题。它包含许多可访问的例子，场景和展品，并将相关工作的不同阵列浓缩成一个可行的，连贯的，综合的和可读的整体。提供了一个在分析驱动的营销（从数据可视化到符号学）时代最相关的概念和思想的有效旅游，这本书的结论与自适应结构，以通知管理决策。
消费者行为和分析提供了一个独特的提炼，从大量的社会和行为研究与知识潜力的数字洞察相结合。它提供了一个有效和高效的摘要，为本科生，研究生或行政课程在消费者行为和营销分析或补充文本为其他营销模块。