Using marketing analytics to drive superior growth
The use of analytical marketing enables enterprises to reduce the marketing costs in a drastic manner by focusing their spending on highly cost-effective actions.
Author(s): Rishi Bhandari, Marc Singer, Hiek van der Scheer
Publisher: McKinsey
Date of publication: 2014
Synopsis
This article is one of the sources used in Manageris’ synopses:
The new era of analytical marketing
The recent technological disruptions have deeply modified the value creation methods in businesses. What are the growth opportunities deriving from analytical marketing, and how can you organize to succeed in this transition?
259a – Synopsis (8p.)
Marketing Strategy