Since taking effect in 2018, the European Union’s General Data Protection Regulation (GDPR), which requires all websites operating within the EU to get user consent before processing personal data, have had worldwide implications. Indeed, new research supported by the Marketing Science Institute argues that it is the most significant privacy regulation in effect today. In […]

  For most companies, one of the key aspects to any new or ongoing initiative is being able to measure return on investment or ROI. How do we know that what we’re doing is paying off, or working better than what we’ve tried before? In the book, Marketing Metrics: The Manager’s Guide to Measuring Marketing […]

This article originally appeared in Knowledge@Wharton Data analytics helps marketers learn about their customers with target precision, from the movies they watch on Netflix to their favorite scoop of chocolate ice cream. Data is ubiquitous, essential and beneficial — except when it’s not. Experts warn that data analytics is at an inflection point. Growing concerns […]