Columnist David Fothergill provides a handy primer on statistical principles that can help make your sense of and glean insights from your marketing data.

Could data analytics be poised for a new change? Prescriptive analytics is here to shake up what we know about data and AI.

Descriptive Data Analysis. Strategies of "description; comparing and distinguishing, collecting and counting, presupposing and inferring" [30 (p93)] were used for data analysis in a reflective and ...

Data treatment and statistical analysis All descriptive data were extracted into Excel (Microsoft Office 2010, USA) using a standardised data extraction table.