Marketing Analytics: Based on First Principles

All customers differ. All customers change. All competitors react. All resources are limited.

Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies.

When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement?

As organizatio...