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.

【書誌情報】

ページ数：8ページ

サイズ：A4

商品番号：HBSP-UV6816

発行日：2014/4/30

登録日：2014/8/20