Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations

2. Analytics Value Chain and the P’s of Digital Analytics

If you have taken a graduate-level business marketing course, you have likely read Philip Kotler’s well-regarded treatise on marketing titled Marketing Management. This essential text teaches the modern marketing student about the four P’s of marketing: price, place, promotion, and product. A professor of mine at Northeastern University in Boston, while teaching a lecture on services marketing, expanded Kotler’s four P’s by adding three new P’s related to the delivery of services. The new P’s were people, process, and physical evidence. Thus, the class concluded that there were really seven P’s to marketing. The thesis was that after a marketing team determined the product, its price, ...