Humanizing Big Data: Marketing at the Meeting of Data, by Colin Strong

By Colin Strong

"In this courageous new international, businesses are pulled in instructions - do they generate income from the colossal amounts of knowledge they may be able to achieve from interactions with their consumers, or specialize in maintaining the intangible advantages of goodwill and optimistic model orientation by way of respecting customers' autonomy and privateness personal tastes? Colin Strong's Humanizing immense info marches into this minefield with cogent research and considerate recommendation for administration and advertising concerning the new breed of information-aware consumer."
(Dr. Kieron O'Hara, Senior study Fellow collage of Southampton)

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Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight

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Extra resources for Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight

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Avoid using nmax. The argument does not appear to work and can crash R. Converting between factors and the original data is sometimes of interest. obj is the factor object. obj), returns the integers associated with the levels, even if the original object was not of mode numeric. If labels have been assigned, then usually the original data cannot be extracted. factor() function operates the same way as factor(), but only takes one argument, an object to be made into a factor. factor() function tests if an object is a factor and returns TRUE if so and FALSE otherwise.

If the argument contains NAs, for any of the modes except raw, NAs will be returned for the elements containing NAs. For the raw mode, there are no NAs since NAs are interpreted as 00s in the raw mode. logical() gives an error. logical() returns TRUE if the argument is a logical object and FALSE otherwise. logical(logical(0)) is TRUE. logical at the R prompt. The Numeric Mode For the mode numeric, things get a bit complicated. Originally in S, numeric objects could be integer, real, or double (for double precision).

32 CHAPTER 4 N MODES OF OBJECTS The Function Mode Functions in R are of mode function. function() and function() exist for the mode function. function() returns TRUE if the argument is a function and FALSE otherwise. function(). We will cover the creation of functions in Chapter 7. Another mode for functions is closure. The mode closure is for functions that are not primitive—that is, are written in R code. Note that functions of mode closure are also of mode function. closure() does not exist.

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