It's Not the Size of the Data -- It's How You Use It

Notes

Introduction

1. Berend A. Wierenga and Gerrit H. Van Bruggen, Marketing Management Support Systems: Principles, Tools, and Implementation (Vol. 10) (New York: Springer, 2000).

2. Stefan Biesdorf, David Court, and Paul Willmott, “Big Data: What's Your Plan,” McKinsey Quarterly, March 2013; www.mckinsey.com/insights/business_technology/big_data_whats_your_plan.

3. Frank Germann, Gary L. Lilien, and Arvind Rangaswamy, “Performance Implications of Deploying Marketing Analytics,” International Journal of Research in Marketing, 30(2), June 2013, 114–128; www.sciencedirect.com/science/article/pii/S0167811612000912.

4. Trip Kucera and David White, “Predictive Analytics for Sales and Marketing: Seeing Around Corners,” January 1, 2012, Aberdeen ...