Farris, Paul; Venkatesan, Rajkumar - 2021
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 … marketing analytics within organizations.ExcerptUVA-M-0869Rev. Oct. 11, 2019Implementing Marketing AnalyticsMarketing analytics …