DATA IS TRANSFORMING HOW AND WHERE WE MARKET TO OUR CUSTOMERS. USING A SERIES OF CASE STUDIES FROM PIONEERS, THIS BOOK WILL DESCRIBE HOW EACH MARKETING FUNCTION IS UNDERGOING FUNDAMENTAL CHANGES, AND PROVIDES PRACTICAL GUIDANCE ABOUT HOW COMPANIES CAN LEARN THE TOOLS AND TECHNIQUES TO TAKE ADVANTAGE OF MARKETING ANALYTICS.

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Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.

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