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Abstract

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-based decision-making process. Based on interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects, this technical note serves as a road map for improving implementation of marketing analytics within organizations.

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Abstract

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-based decision-making process. Based on interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects, this technical note serves as a road map for improving implementation of marketing analytics within organizations.

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