CASE ID:M-0869
SOLUTION ID:38894
WORDS:
PRICE: $0
This note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to shift marketing strategy from an intuitive discipline to a fact-based, decision-making process. Based on interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects, this technical note serves as a road map for improving implementation of marketing analytics.
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