Business Case Studies & Business Publications

A Resource-Allocation Perspective for Ma...

Farris, Paul W., V...

Technical Note

A Resource-Allocation Perspective for Marketing Analytics

Farris, Paul W.; Venkatesan, Rajkumar

M-0861 | Published January 21, 2014 | 9 pages Technical Note

Collection: Darden School of Business

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Managers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to inform strategic marketing decisions and create models that are helpful in understanding consumer behaviors. Resource allocation is the endgame of analytics. Using marketing analytics properly, any firm should be able to determine the optimal level of spending it should make on each of its marketing channels to maximize future performance and success.