Marketing Analytics for Data-Rich Environments
Abstract
The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizing marketing-mix spending in a data-rich environment, (2)...
Paper Details
Title
Marketing Analytics for Data-Rich Environments
Published Date
Nov 1, 2016
Journal
Volume
80
Issue
6
Pages
97 - 121
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Notes
History