This exciting new textbook offers an accessible, business-focused overview of the key theoretical concepts underpinning modern data analytics. It provides engaging and practical advice on using the key software tools, including SAS Visual Analytics, R and DataRobot, that are used in organisations to help make effective data-driven decisions. Combining theory with hands-on practical examples, this essential text includes cutting edge coverage of new areas of interest including social media analytics, design thinking and the ethical implications of using big data. A wealth of learning features including exercises, cases, online resources and data sets help students to develop analytic problem-solving skills. With its management perspective on analytics and its coverage of a range of popular software tools, this is an ideal essential text for upper-level undergraduate, postgraduate and MBA students. It is also ideal for practitioners wanting to understand the broader organisational context of big data analysis and to engage critically with the tools and techniques of business analytics.

Richard Vidgen is Professor of Business Analytics at the University of New South Wales Business School, Australia, and Emeritus Professor of Systems Thinking at the University of Hull, UK.

Introduction
Business Analytics Development
Data and Information
Data Exploration
Clustering and Segmentation
Multiple Linear Regression
Classification and Regression Trees (CART)
Visualization and Communication
Automated Machine Learning
R
Working with Unstructured Data
Social Networks
Business Analytics Methodology
Design and Agile Thinking
Ethical Aspects
Appendix A: Dataset Descriptions
Appendix B: GoGet Case Study
Appendix C: Business Analytics Capability Assessment (BACA) Survey.