Table Of ContentData 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 post-
graduate levels, including strategic marketing management, services marketing,
integrated marketing communications, consumer behavior, international busi-
ness, 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
