Business Case Studies & Business Publications

Why Marketing Analytics (VIDEO)

M-0924 | Published January 25, 2017 | Duration 6:05 Video

Collection: Darden School of Business

Product Details

First in a series on marketing analytics, this six-minute video by Raj Venkatesan introduces the concept of marketing analytics and answers some basic questions: What is marketing analytics? How is marketing analytics used? It explores the difference between descriptive analytics and predictive analytics and why marketing analytics is an important resource for an organization. Also addressed are the implications marketing analytics has on firm performance.