Marketing Analytics: A Must for Retailers and Manufacturers Gary Lilien, Penn State University
If you discovered a technology that could increase your return on assets by as much as 15% wouldn’t you adopt it? Surprisingly, a minority of Fortune 1000 companies actually target their customers and make better decisions using analytics in their marketing decisions. Gary L.Lilien, a leading force in the INFORMS Society for Marketing Science and former president of the INFORMS predecessor society TIMS, explains the surprising results in an upcoming study, Performance Implications of Marketing Analytics, co-authored by Arvind Rangaswamy and Frank Germann.
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