Business Analytics: An Application Focus

Business Analytics refers to various categories of analytical approaches for modelling different business situations and arriving at solutions and strategies for optimal decision-making in marketing, finance, operations, organizational behaviour and other managerial processes. Thus, Business Analytics today refers to different approaches for modelling and arriving at assessing and predicting risk, predicting market preferences, project feasibility, customer segmentation, inherent and underlying dimensions in consumer preferences, factors leading to probability of purchase, preferred segments in financial and credit card industry, probability of attrition in large organizations, etc. The book discusses the myriad of modelling and other analytical approaches following a classroom teaching format, drawing from the author’s extensive teaching experience spanning over 30 years. It includes text supported with case studies which emulate real-life managerial situations.

This textbook is designed to serve the needs of management students for a course in Business Analytics.