pstrongBig Data Analytics Applications in Business and Marketingstrong explores the concepts and applications related to marketing and business as well as future research directions. It also examines how this emerging field could be extended to performance management and decision-making. Investment in business and marketing analytics can create value through proper allocation of resources and resource orchestration process. The use of data analytics tools can be used to diagnose and improve performance. p pThe book is divided into five parts. The first part introduces data science, big data, and data analytics. The second part focuses on applications of business analytics including p ul liBig data analytics and algorithmli liMarket basket analysisli liAnticipating consumer purchase behaviorli liVariation in shopping patternsli liBig data analytics for market intelligenceliul pThe third part looks at business intelligence and features an evaluation study of churn prediction models for b