Section V: Digital Analytics
This section explores the latest trends in marketing analytics powered by digital technology. Chapter 15, “Designing Marketing Experiments,” provides the fundamental frameworks for design of effective experiments, which is one of the major drivers behind the explosion in digital analytics. Throughout this chapter, you are urged to provide time for design before running real-time digital experiments. The case series in Chapter 16, “Transformation of Marketing at the Ohio Art Company,” allows you to contrast traditional television advertising experiments with a digital experiment on Amazon.com. The key insight surrounds the transformation of the treatment of marketing expenses, that is, from a fixed to variable cost, ...
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