One man’s path to marketing analytics

Paul D Berger ()
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Paul D Berger: Bentley University

Journal of Marketing Analytics, 2016, vol. 4, issue 1, No 1, 13 pages

Abstract: Abstract This article presents my educational and career paths on the way to being a ‘Marketing Analytics Person’. It also notes several ‘Core Lessons’ that I believe are useful to anyone who is aspiring toward an academic career in marketing analytics. Some of these pertain to educational choices, while others to choices during one’s professorial career. The article spans a time period of more than a half-century.

Keywords: analytics; marketing analytics; career paths; customer lifetime value; vertical cooperative advertising (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1057/jma.2016.5

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