Quantifying the Impact of Marketing Analytics
The return on investment of analytical marketing can be clearly demonstrated and can be greatly further improved.
Author(s): Matt Ariker, Alejandro Diaz, Christine Moorman, Mike Westover
Publisher: Harvard Business Review
Date of publication: 2015
Read this article on the publisher's website [Harvard Business Review]
Synopsis
This article is one of the sources used in Manageris’ synopses:
The new era of analytical marketing
The recent technological disruptions have deeply modified the value creation methods in businesses. What are the growth opportunities deriving from analytical marketing, and how can you organize to succeed in this transition?
259a – Synopsis (8p.)
Marketing Strategy