Data Analytics for Business

Data analytics underpin our modern data-driven economy. This textbook explains the relevance of data analytics at the firm and industry levels, tracing the evolution and key components of the field, and showing how data analytics insights can be leveraged for business results.

The first section of the text covers key topics such as data analytics tools, data mining, business intelligence, customer relationship management, and cybersecurity. The chapters then take an industry focus, exploring how data analytics can be used in particular settings to strengthen business decision-making. A range of sectors are examined, including financial services, accounting, marketing, sport, health care, retail, transport, and education. With industry case studies, clear definitions of terminology, and no background knowledge required, this text supports students in gaining a solid understanding of data analytics and its practical applications. PowerPoint slides, a test bank of questions, and an instructor’s manual are also provided as online supplements.

This will be a valuable text for undergraduate level courses in data analytics, data mining, business intelligence, and related areas.

Dr. Fenio Annansingh is currently an Associate Professor at York College, City University of New York, where she teaches Information Systems, Project and Operations Management classes. Her main area of research is Information Systems in two key areas, namely Information Management and Knowledge Management. Her research interest includes knowledge leakage, Information System Risk Management, Smart and Mobile technologies, and Cybersecurity education organisations. Dr. Annansingh has several publications and professional papers with several affiliates

Dr. Joseph Bon Sesay is a Certified Public Accountant (CPA) and a Chartered Global Management Accountant (CGMA). He teaches at York College, City University of New York (CUNY), and has over twenty years of experience in senior and management positions with Multinational Corporations such as Viacom/CBS, IPG Inc and Publicis Inc. Dr. Sesay holds a doctorate and an MBA in Finance from Pace University, New York City, New York, and Master of Liberal Arts in Extension Studies in Government from Harvard University, Cambridge, Massachusetts.