The Marketing Analytics Frontier

Big Data, Predictive Analytics, and Advanced Attribution
  • Jerry Rackley


Marketing analytics is not a static discipline that, once implemented, never changes. The reasons for doing marketing analytics don’t change much, nor do the core principles that drive analytics work. However, the approaches, techniques, and technologies involved in the practice of analytics are constantly changing. There is a marketing analytics frontier, and those who venture there are discovering game-changing insights that yield significant competitive advantages. This chapter explores some of the trails that the marketing analytics pioneers are currently blazing.


Predictive Analytic Unstructured Data Media Stream Marketing Department Business Result 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Jerry Rackley 2015

Authors and Affiliations

  • Jerry Rackley
    • 1
  1. 1.OKUnited States

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