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Marketing Analytics

In: Marketing Analytics Roadmap

Author

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  • Jerry Rackley

Abstract

Imagine that you’re driving your car down the highway. You know where you’re going, and you have a general idea of which route to take, but you have no dashboard. You’re completely ignorant of how fast you’re going, how much fuel is in the tank, or even if the engine is overheating. If your “check engine” light is on to indicate some sort of problem, you don’t know about it. If luck is on your side, you can drive your car under these conditions to the end of your journey. But continuing to operate your vehicle over time without the information the dashboard provides is tempting fate. Eventually, a problem will occur that you can’t detect. Without the dashboard, you’re blind to the performance of the vehicle. Ultimately, driving this way will lead to consequences, some of them quite severe. You could easily end up in the ditch on the side of the road.

Suggested Citation

  • Jerry Rackley, 2015. "Marketing Analytics," Springer Books, in: Marketing Analytics Roadmap, chapter 0, pages 1-14, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-0259-3_1
    DOI: 10.1007/978-1-4842-0259-3_1
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