Business Case Studies & Business Publications

Marketing Analytics Resource Allocation (VIDEO PLAYLIST)

M-0946 | Published June 14, 2017 | Duration 61:59 Video Playlist

Collection: Darden School of Business

Product Details

"Marketing Analytics Resource Allocation" is an introduction to and overview of how marketing analytics can be used to measure the impact of marketing. In this series on optimizing marketing resources, Raj Venkatesan uses predictive analytics to address topics including customer retention, customer acquisition, brand recognition, and customer lifetime value. Videos in this playlist: Why Marketing Analytics, Using Resource Allocation to Build Success, The Resource Allocation Process, Understanding the Resource Allocation Process, The Power of Analytics, Marketing Return on Investment, Calculating Return on Investment, Digital Media Attribution Part 1, Digital Media Attribution Part 2. The Zen of Media Attribution Marketing Resource Allocation Takeaways