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Marketing analytics resource allocation. Using resource allocation to build success /

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One potential use of marketing analytics is resource allocation. This four-minute video by Raj Venkatesan addresses how predictive marketing analytics was used at Samsung to optimize its marketing budget and the effect it had on brand recognition. By examining the actual marketing allocation by coun...

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Bibliographic Details
Other Authors: Venkatesan, Rajkumar (Speaker)
Format: Video
Language:English
Language Notes:In English.
Published: Charlottesville, VA : University of Virginia Darden, 2017.
Series:Marketing Analytics Resource Allocation
Subjects:
Marketing > Management > Data processing.
Marketing research.
Marketing > Recherche.
Instructional films.
Films de formation.
Online Access:Connect to this streaming video (Alexander Street Press)
Description
Summary:One potential use of marketing analytics is resource allocation. This four-minute video by Raj Venkatesan addresses how predictive marketing analytics was used at Samsung to optimize its marketing budget and the effect it had on brand recognition. By examining the actual marketing allocation by country and comparing it with the ideal allocation, Samsung was able to move into the top 10 worldwide brands.
Item Description:Title from resource description page (viewed September 10, 2020).
Physical Description:1 online resource (1 minutes)
Playing Time:00:00:51