Marketing Analytics

Arunachalam, S and Sharma, A (2019) Marketing Analytics. In: Essentials of Business Analytics An Introduction to the Methodology and its Applications. International Series in Operations Research & Management Science, 264 . Springer, Cham, Switzerland, pp. 623-658. ISBN 9783319688374

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It is very hard to ignore the potential of analytics in bringing robust insights to the boardroom in order to make effective firm, customer, and product/brand level decisions. Advance analytics tools, available data, and allied concepts have enormous potential to help design effective business and marketing strategies. In such a context, understanding the tools and their various implications in various different contexts is essential for any manager. Indeed, the robust use of the analytics tools has helped firms increase performance in terms of sales, revenues, profits, customer satisfaction, and competition. For details of how marketing analytics can help firms increase its performance, please refer to Kumar and Sharma (2017).

Item Type: Book Chapter
Subjects: Marketing
Date Deposited: 16 Nov 2023 05:01
Last Modified: 16 Nov 2023 05:01

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