Section I: Resource Allocation
In this section, Chapter 1, “A Resource-Allocation Perspective for Marketing Analytics,” presents the resource-allocation framework that ties together the various marketing analytics techniques to a firm’s strategic decisions. Marketing managers are often faced with the decision of the level of investment in different marketing activities. This chapter presents a framework for making the resource-allocation process more data-driven. Chapter 2, “Dunia Finance LLC,” presents the case study of Dunia Finance LLC, a midsized financial services firm in the United Arab Emirates (UAE). The case study presents Dunia’s journey toward building a data-driven organization where marketing analytics is a critical contributor to ...
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