While the increasing availability of “big data” enables empirically-guided approaches to marketing resource allocation, the organizational processes necessary for effective decision making and implementation must be in place. Companies need state-of-the-art analytics that show how different marketing investments affect sales and profits, managerial processes to translate model recommendations into organizational action, and closed feedback loops to ensure continued improvement in the analytics and processes.
This conference will explore the latest thinking on these issues:
When: May 21-22, 2013
Where: University of Virginia, Darden School, Charlottesville, VA