Andrea Ahlemeyer-Stubbe - Monetising Data

1. Chapter 02
2. Chapter 04
3. Chapter 05
4. Chapter 06
5. Chapter 08
6. Chapter 09
7. Chapter 10

1. Chapter 01
2. Chapter 02
3. Chapter 03
4. Chapter 04
5. Chapter 05
6. Chapter 06
7. Chapter 07
8. Chapter 08
9. Chapter 09
10. Chapter 10

This edition first published 2018
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This book is dedicated to
Agnes, Albert, Christopher, Dirk, Rosie and Rowan
With thanks

Andrea AhlemeyerStubbe is Director of Strategical Analytics at serviceproAgentur fr Dialogmarketing und Verkaufsfrderung GmbH, Munich, Germany (servicepro).

Upon receiving her Masters degree in statistics from the University of Dortmund, Andrea formed a consulting firm, offering customised professional services to her clients. She now leads servicepros analytics team, working on international projects for wellknown brands in Europe, United States and China, drawing on the wealth of experience gained from her 20 years in the industry, specifically in the areas of data mining, data warehousing, database marketing, CRM, big data and social CRM. She is a frequent lecturer at several universities, as well as an invited speaker at professional conferences. She writes for special interest magazines as well as marketing and management publications. She was President of ENBIS (European Network for Business and Industrial Statistics) from 20072009.

Dr Shirley Coleman is Principal Statistician and Technical Director at the Industrial Statistics Research Unit, School of Mathematics and Statistics, Newcastle University and a visiting scholar at the Faculty of Economics, Ljubljana University, Slovenia. She works on data analytics in small and medium enterprises and the energy sector and contributed a highly ranked impact case study to Newcastle Universitys Research Excellence Framework. She publishes in trade and academic journals and is coeditor of several books. She is an elected member of the International Statistics Institute and a Chartered Statistician of the Royal Statistical Society. She is a wellknown international invited speaker and conference chair. She is an ambassador for communication and dissemination of statistics to the wider community. She was President of ENBIS (European Network for Business and Industrial Statistics) from 20042005.

The authors have previously collaborated on A Practical Guide to Data Mining for Business and Industry (Wiley, May 2014).