Table Of Content

Data Analytics in Marketing, Entrepreneurship, and Innovation Data Analytics Applications Series Editor: Jay Liebowitz Big Data in the Arts and Humanities Theory and Practice by Giovanni Schiuma and Daniela Carlucci ISBN 978-1-4987-6585-5 Data Analytics Applications in Education by Jan Vanthienen and Kristoff De Witte ISBN: 978-1-4987-6927-3 Data Analytics Applications in Latin America and Emerging Economies by Eduardo Rodriguez ISBN: 978-1-4987-6276-2 Data Analytics for Smart Cities by Amir Alavi and William G. Buttlar ISBN 978-1-138-30877-0 Data-Driven Law Data Analytics and the New Legal Services by Edward J. Walters ISBN 978-1-4987-6665-4 Intuition, Trust, and Analytics by Jay Liebowitz, Joanna Paliszkiewicz, and Jerzy Gołuchowski ISBN: 978-1-138-71912-5 Research Analytics Boosting University Productivity and Competitiveness through Scientometrics by Francisco J. Cantú-Ortiz ISBN: 978-1-4987-6126-0 Sport Business Analytics Using Data to Increase Revenue and Improve Operational Efficiency by C. Keith Harrison and Scott Bukstein ISBN: 978-1-4987-8542-6 Data Analytics and AI by Jay Liebowitz ISBN: 978-0-3678-9561-7 Data Analytics in Marketing, Entrepreneurship, and Innovation Edited by Mounir Kehal and Shahira El Alfy MATLAB® is a trademark of The MathWorks, Inc. and is used with permission. The MathWorks does not warrant the accuracy of the text or exercises in this book. This book’s use or discussion of MATLAB® software or related products does not constitute endorsement or sponsorship by The MathWorks of a particular pedagogical approach or particular use of the MATLAB® software First edition published 2021 by CRC Press 6000 Broken Sound Parkway NW, Suite 300, Boca Raton, FL 33487-2742 and by CRC Press 2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN © 2021 Taylor & Francis Group, LLC CRC Press is an imprint of Taylor & Francis Group, LLC Reasonable efforts have been made to publish reliable data and information, but the author and publisher cannot assume responsibility for the validity of all materials or the consequences of their use. The authors and publishers have attempted to trace the copyright holders of all material reproduced in this publication and apologize to copyright holders if permission to publish in this form has not been obtained. If any copyright material has not been acknowledged please write and let us know so we may rectify in any future reprint. Except as permitted under U.S. Copyright Law, no part of this book may be reprinted, reproduced, transmitted, or utilized in any form by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and recording, or in any information storage or retrieval system, without written permission from the publishers. For permission to photocopy or use material electronically from this work, access www.copyright. com or contact the Copyright Clearance Center, Inc. (CCC), 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400. For works that are not available on CCC please contact m pkbookspermissions@ tandf.co.uk Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. ISBN: 978-0-367–18483-4 (hbk) ISBN: 978-0-429–19661-4 (ebk) Typeset in Garamond by codeMantra Contents Editors ...............................................................................................................vii Contributors .......................................................................................................ix 1 Business Analytics: Through SIoT and SIoV ..........................................1 MOUNIR KEHAL 2 Innovation Analytics ............................................................................15 EMAN ZABALAWI AND ALIA AL JAMMAL 3 Business Predictive Analytics: Tools and Technologies .......................31 DUSTIN WHITE 4 Hospitality Analytics: Use of Discrete Choice Analysis for Decision Support ..................................................................................53 PEDRO LONGART 5 Data Analytics in Marketing and Customer Analytics ........................83 RAJASEKHARA MOULY POTLURI AND GERRY N. MUUKA 6 Marketing Analytics ...........................................................................107 TABANI NDLOVU AND SIHLE NDLOVU 7 Big Data Analytics .............................................................................123 SUJNI PAUL 8 New Product Development and Entrepreneurship Analytics .............133 KENNEDY PRINCE MODUGU 9 Predictive Learning Analytics in Higher Education ..........................151 LAWAL O. YESUFU Index ...........................................................................................................175 v Editors Dr. Mounir Kehal is a professor in Business Analytics at Higher Colleges of Technology, Dubai, UAE. He gained a BSc in Computing and an MBA from the American International University in London, UK, an MPhil and PhD in Computing from the University of Surrey, Guildford, UK. He currently pro- fesses about analytics at Higher Colleges of Technology and applied research coordinator for HCT Dubai Campuses. Prior to which he was associate professor in Management Information Systems (MIS) (and was Dean) in the College of Business Administration at American University in the Emirates, Dubai, UAE. For many years, he was associate professor of Business Information Systems and director of Strategic Planning and Accreditations at École Supérieure de Commerce – Rennes School of Business, France. Prior to which, he was at the International University of Monaco – IUM, as assistant professor of Computing Science, Information Technology, Decision Systems and Knowledge Management. His area of research interest includes MIS, strategy, and education. Dr. Shahira El Alfy is currently an assistant professor at Higher Colleges of Technology (HCT) in UAE. She holds a Doctorate in Business Administration— Marketing – and a Doctorate of Philosophy in Education Leadership. Dr. El Alfy’s publications, conference papers, and research interests are in marketing of higher education, service management, and learning analytics. Prior to joining HCT, Dr. El Alfy has been an assistant professor of marketing in the School of Business Administration at Ahram Canadian University (ACU). Dr. El Alfy has taught a wide range of courses at the undergraduate and postgraduate levels, including strategic marketing management, services marketing, integrated marketing communications, consumer behavior, international business, organization behavior, among other courses. Having an extensive teaching experience has enabled Dr. El Alfy to become an adjunct professor for postgradu- ates at the German University in Cairo (GUC), Eslsca Business School, and Arab Academy for Science and Technology. She has also supervised master’s thesis of postgraduate students. vii viii ◾ Editors Over ten years of extensive industry experience in banking and corporate training has enhanced the contribution of Dr. El Alfy as an educator, mentor, and researcher. Prior to her professional and academic career, Dr. El Alfy had an athletic career as an African table tennis champion who qualified and participated in 2000 Olympic Games in Sydney, Australia. Contributors Alia Al Jammal Tabani Ndlovu Data Analyst Higher Colleges of Technology Dubai, United Arab Emirates Madinat Zayed Women’s Campus Dubai, United Arab Emirates Mounir Kehal Sujni Paul Higher Colleges of Technology Computer Information Science Dubai Campuses Higher Colleges of Technology Dubai, United Arab Emirates Dubai, United Arab Emirates Rajasekhara Mouly Potluri Pedro Longart Department of Marketing and Business Division International Business, College of Higher Colleges of Technology, Al Ain Business Dubai, United Arab Emirates Al Ghurair University Dubai, United Arab Emirates Kennedy Prince Modugu Business Division Dustin White Higher Colleges of Technology, Al Ain Department of Economics Dubai, United Arab Emirates University of Nebraska at Omaha Omaha, Nebraska, USA Gerry N. Muuka Lawal O. Yesufu Department of Business Strategy, Department of Business Analytics, College of Business Faculty of Business Al Ghurair University Higher Colleges of Technology Dubai, United Arab Emirates Sharjah, United Arab Emirates Sihle Ndlovu Eman Zabalawi Higher Colleges of Technology Business Department Al Ruwais Women’s Campus Higher Colleges of Technology Dubai, United Arab Emirates Dubai, United Arab Emirates ix