Marketing Analytics for Data-Rich Environments

@article{Wedel2016MarketingAF,
  title={Marketing Analytics for Data-Rich Environments},
  author={Michel Wedel and P. K. Kannan and Ralph J. Tyser},
  journal={Journal of Marketing},
  year={2016},
  volume={80},
  pages={121 - 97},
  url={https://api.semanticscholar.org/CorpusID:168410284}
}
The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or… 
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