Implementing Marketing Analytics

Case Solution

Paul W. Farris, Rajkumar Venkatesan
Darden School of Business ()

This notice supports the cases used in the Marketing Analytics elective by Darden. Marketing analytics powered by “Big Data” promises to shift marketing strategy from an intuitive discipline to a fact-based decision-making process. Based on interactions with more than 100 executives at conferences, training seminars, case study development, and consulting projects, this technical note serves as a roadmap for improving the implementation of marketing analytics.

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