"Marketing Analytics Resource Allocation (Part 1)" is an introduction to and overview of how marketing analytics can be used to measure the impact of marketing. In this first part of a two-part series on optimizing marketing resources, Raj Venkatesan uses predictive analytics to address topics including customer retention, customer acquisition, brand recognition, and customer lifetime value. Videos in this playlist: Why Marketing Analytics, Using Resource Allocation to Build Success, The Resource Allocation Process, Understanding the Resource Allocation Process, and The Power of Analytics.