Customers love your use of marketing data … not!

Bruce H. Rogers

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 3, 190-191

Abstract: This opinion piece describes the need for the marketing analytics community to focus on using data to better serve customers, rather than extracting data to optimise marketing messaging.

Keywords: marketing analytics; marketing; data and analytics; marketing ROI; marketing as a service; Keith Weed; CMO; Unilever; advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2016:v:2:i:3:p:190-191

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