Based on their November 2016 article in Journal of Marketing, Michel Wedel and P.K. Kannan (University of Maryland) will provide a historical review and critical examination of marketing analytics methods. In this webinar, they will identify new directions regarding (1) analytics for optimizing the marketing-mix, (2) analytics for personalization, and (3) analytics in the context of customers’ privacy and data security. They will also review the implications for organizations and identify trends that shape the field and education of marketing analytics.

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