Marketing Analytics for Data-Rich Environments
Michel Wedel and P.K. Kannan, University of Maryland
Based on their November 2016 article in Journal of Marketing, Michel Wedel and P.K. Kannan (University of Maryland) will provide a historical review and critical examination of marketing analytics methods. In this webinar, they will identify new directions regarding (1) analytics for optimizing the marketing-mix, (2) analytics for personalization, and (3) analytics in the context of customers’ privacy and data security. They will also review the implications for organizations and identify trends that shape the field and education of marketing analytics.
Related Conference:Dec 07, 2016
To access presentation materials, you must login or register for full access.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to MSI.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.