New Book From UVA Darden Professors Considers Marketing Analytics in a Big Data World

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools For Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. Big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.
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