Using Resource Allocation to Build Success (VIDEO)
M-0925 | Published January 25, 2017 | Duration 4:03 Video
Collection: Darden School of Business
Product Details
One potential use of marketing analytics is resource allocation. This four-minute video by Raj Venkatesan addresses how predictive marketing analytics was used at Samsung to optimize its marketing budget and the effect it had on brand recognition. By examining the actual marketing allocation by country and comparing it with the ideal allocation, Samsung was able to move into the top 10 worldwide brands.
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