Business Case Studies & Business Publications

Implementing Marketing Analytics

Farris, Paul W., V...

Technical Note

Implementing Marketing Analytics

Farris, Paul W.; Venkatesan, Rajkumar

M-0869 | Published April 30, 2014 | 8 pages Technical Note

Collection: Darden School of Business

Product Details

This note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mostly on intuition 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 within organizations.