Filed under: Knowledge Share Sessions
A good article in HBR for the data focused professionals (and everybody else!). A neat article that highlights the need for moving from Sequential to the Simultaneous!
“Powered by the integration of big data, cloud computing, and new analytical methods, analytics 2.0 provides fundamentally new insights into marketing’s effect on revenue. It involves three broad activities: attribution, the process of quantifying the contribution of each element of advertising; optimization, or “war gaming” by using predictive analytics tools to run scenarios for business planning; and allocation, the real-time redistribution of resources across marketing activities according to optimization scenarios.”
And it is possible only if there is a good technique for filtering and processing the information, you’re going to get into trouble.”
Read the full article (and don’t miss zooming in to the “Marketing Actions” Figure at the HBR site below:
Leave a Comment so far
Leave a comment