Data and resource maximization in business-to-business marketing experiments: Methodological insights from data partitioning
Abstract
Data management is an integral part of knowledge engineering in business-to-business (B2B) marketing experiments. This article introduces the concept of data partitioning as a fresh and useful form of data management in the process of knowledge engineering in B2B marketing experiments; articulates the method for partitioning data in B2B marketing experiments; and discusses the implications of data partitioning in the form of data and resource...
Paper Details
Title
Data and resource maximization in business-to-business marketing experiments: Methodological insights from data partitioning
Published Date
Jan 1, 2019
Volume
76
Pages
136 - 143
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