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Applied Marketing Analytics Using R Kevin Flanigan commensurability (how can we compareMarketing has become increasingly data driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever growing analytics tools. With this trend only set to continue, it's vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision making,