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Implementing Marketing Analytics
Farris, Paul W.; Venkatesan, Rajkumar Technical Note M-0869 / Published April 30, 2014 / 7 pages.
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Product Overview

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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  • Overview

    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.

  • Learning Objectives