Data‐driven services marketing in a connected world
Abstract
Purpose The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward‐looking dashboard to measure marketing ROI and guide future marketing spend is explored....
Paper Details
Title
Data‐driven services marketing in a connected world
Published Date
Jun 14, 2013
Volume
24
Issue
3
Pages
330 - 352
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