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This state-of-the-art Handbook provides an overview of the role of big data analytics in various areas of business and commerce, including accounting, finance, marketing, human resources, operations management, fashion retailing, information systems, and social media. It provides innovative ways of overcoming the challenges of big data research and proposes new directions for further research using descriptive, diagnostic, predictive, and prescriptive analytics.

With contributions from leading academics and practitioners, the Handbook analyses how big data analytics can be used in different sectors, including detecting credit fraud in the financial sector, identifying potential diseases in health care, and increasing customer loyalty in the telecommunication sector. Chapters explore the use of artificial intelligence in accounting, the construction of successful data science ecosystems using the public cloud, and transformational models of personal data protection in the digital era. The Handbook also discusses the difficulties of adopting a data science platform and how the public cloud can aid companies in overcoming these challenges.

Exploring how industries rely on predictive analytics to improve their decision-making, this Handbook will be essential reading for students and scholars in business analytics, economics, information systems, innovation and technology, and research methods. It will also benefit data analysts, economists, human resource managers, marketers, neuroscientists, and social science researchers.

This state-of-the-art Handbook provides an overview of the role of big data analytics in various areas of business and commerce, including accounting, finance, marketing, human resources, operations management, fashion retailing, information systems, and social media. It provides innovative ways of overcoming the challenges of big data research and proposes new directions for further research using descriptive, diagnostic, predictive, and prescriptive analytics.

?Big data research methods have gained dramatic momentum in the world. Researchers and practitioners extend this line of research constantly by producing journals, posts, news articles and podcasts. However, there is a paucity of a book that covers descriptive, diagnostic, predictive and prescriptive method-based research papers under one umbrella. This is one of those books which will immerse a reader in the past, present and future of big data analytics methods. It is an exceptional book that is grounded in evidence and meaningful to practice.?

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Contents:

1 Introduction to the Handbook of Big Data Research Methods 1
Shahriar Akter, Samuel Fosso Wamba, Shahriar Sajib and Sahadat Hossain
2 Big data research methods in financial prediction 11
Md Lutfur Rahman and Shah Miah
3 Big data, data analytics and artificial intelligence in accounting: an overview 32
Sudipta Bose, Sajal Kumar Dey and Swadip Bhattacharjee
4 The benefits of marketing analytics and challenges 52
Madiha Farooqui
5 How big data analytics will transform the future of fashion retailing 72
Niloofar Ahmadzadeh Kandi
6 Descriptive analytics and data visualization in e-commerce 86
P.S. Varsha and Anjan Karan
7 Application of big data Bayesian interrupted time-series modeling for
intervention analysis 105
Neha Chaudhuri and Kevin Carillo
8 How predictive analytics can empower your decision making 117
Nadia Nazir Awan
9 Gaussian process classification for psychophysical detection tasks in
multiple populations (wide big data) using transfer learning 128
Hossana Twinomurinzi and Hermanus C. Myburgh
10 Predictive analytics for machine learning and deep learning 148
Tahajjat Begum
11 Building a successful data science ecosystem using public cloud 165
Mohammad Mahmudul Haque
12 How HR analytics can leverage big data to minimise employees?
exploitation and promote their welfare for sustainable competitive advantage 179
Kumar Biswas, Sneh Bhardwaj and Sawlat Zaman
13 Embracing Data-Driven Analytics (DDA) in human resource
management to measure the organization performance 195
P.S. Varsha and S. Nithya Shree
14 A process framework for big data research: social network analysis
using design science 214
Denis Dennehy, Samrat Gupta and John Oredo
15 Notre-Dame de Paris cathedral is burning: let?s turn to Twitter 233
Serge Nyawa, Dieudonné Tchuente and Samuel Fosso Wamba
16 Does personal data protection matter in data protection law?
A transformational model to fit in the digital era 266
Gowri Harinath
17 The future of AI-based CRM 278
Khadija Alnofeli, Shahriar Akter and Venkata Yanamandram
18 Descriptive analytics methods in big data: a systematic literature review 294
Nilupulee Liyanagamage and Mario Fernando

Index