Foreword
My first boss once told me, “Data is your friend,” meaning that good data could help a brand manager support his or her recommendations and help get things done.
Thirty plus years later, data is more than friendly—it’s cool. Moneyball concepts are applied beyond baseball. Nate Silver’s analyses inform everything from presidential elections to weather forecasting. And powered by ever bigger data sets and the digitization of everything, nowhere is analytics more important than in marketing. For almost all marketers, analytics has become a strategic imperative: not whether, but what and how?
It is in this data-driven environment that we should ask: What do business school students really need to know about marketing analytics? And how should ...
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