August 2014
Beginner to intermediate
1009 pages
23h 39m
English
book
The Definitive Guide to Marketing Analytics and Metrics (Collection)
by Cesar Brea, Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox, Neil Bendle, Phillip E. Pfeifer, David Reibstein
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Section I: Resource Allocation
In this section, Chapter 1, “A Resource-Allocation Perspective for Marketing Analytics,” presents the resource-allocation framework that ties together the various marketing analytics techniques to a firm’s strategic decisions. Marketing managers are often faced with the decision of the level of investment in different marketing activities. This chapter presents a framework for making the resource-allocation process more data-driven. Chapter 2, “Dunia Finance LLC,” presents the case study of Dunia Finance LLC, a midsized financial services firm in the United Arab Emirates (UAE). The case study presents Dunia’s journey toward building a data-driven organization where marketing analytics is a critical contributor to ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.