Analytics for Marketers
When to rely on algorithms and when to trust your gut by Fabrizio Fantini and Das Narayandas
Andrew Strauss
Summary.
Advanced analytics can help companies solve a host of management problems, including those related to marketing, sales, and supply-chain operations, which can lead to a sustainable competitive advantage. For example, firms can integrate decisions and optimize the entire value chain by modeling individual customers’ behaviors and preferences and offering tailored products priced as close as possible to shoppers’ willingness-to-pay price points—all while reducing the cost of servicing individual transactions.
Read more on Technology and analytics or related topics Sales and marketing, Analytics and data science, Decision making and problem solving, AI and machine learning and Marketing
A version of this article appeared in the May–June 2023 issue of Harvard Business Review.
Read more on Technology and analytics or related topics Sales and marketing, Analytics and data science, Decision making and problem solving, AI and machine learning and Marketing
