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One man’s path to marketing analytics

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  • Paul D Berger

    (Bentley University)

Abstract

This article presents my educational and career paths on the way to being a ‘Marketing Analytics Person’. It also notes several ‘Core Lessons’ that I believe are useful to anyone who is aspiring toward an academic career in marketing analytics. Some of these pertain to educational choices, while others to choices during one’s professorial career. The article spans a time period of more than a half-century.

Suggested Citation

  • Paul D Berger, 2016. "One man’s path to marketing analytics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 1-13, March.
    • Handle: RePEc:pal:jmarka:v:4:y:2016:i:1:d:10.1057_jma.2016.5
    DOI: 10.1057/jma.2016.5
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    References listed on IDEAS

    as
    1. Berger, Paul D. & Bechwati, Nada Nasr, 2001. "The allocation of promotion budget to maximize customer equity," Omega, Elsevier, vol. 29(1), pages 49-61, February.
    2. Theodore S. Glickman & Paul D. Berger, 1976. "Optimal Price and Protection Period Decisions for a Product Under Warranty," Management Science, INFORMS, vol. 22(12), pages 1381-1390, August.
    3. Berger, Paul D. & Harper, William K., 1973. "Determination of an Optimal Revolving Credit Agreement," Journal of Financial and Quantitative Analysis, Cambridge University Press, vol. 8(3), pages 491-497, June.
    4. P D Berger & A Z Zeng, 2006. "Single versus multiple sourcing in the presence of risks," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 57(3), pages 250-261, March.
    5. Berger, Paul D. & Gerstenfeld, Arthur & Zeng, Amy Z., 2004. "How many suppliers are best? A decision-analysis approach," Omega, Elsevier, vol. 32(1), pages 9-15, February.
    6. Even, Adir & Shankaranarayanan, G. & Berger, Paul D., 2010. "Managing the Quality of Marketing Data: Cost/benefit Tradeoffs and Optimal Configuration," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 209-221.
    7. Berger, Paul D & Monahan, James P, 1974. "A Planning Model to Cope with Absenteeism," The Journal of Business, University of Chicago Press, vol. 47(4), pages 512-517, October.
    8. Magliozzi, T. L. & Berger, P. D., 1993. "List segmentation strategies in direct marketing," Omega, Elsevier, vol. 21(1), pages 61-72, January.
    9. R C Hanna & P D Berger & L J Abendroth, 2005. "Optimizing time limits in retail promotions: an email application," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 56(1), pages 15-24, January.
    10. Berger, Paul D., 1978. "Determination of optimal length of piles for a construction site," European Journal of Operational Research, Elsevier, vol. 2(3), pages 172-174, May.
    11. P D Berger & J Lee & B D Weinberg, 2006. "Optimal cooperative advertising integration strategy for organizations adding a direct online channel," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 57(8), pages 920-927, August.
    12. Clancy, Kevin J. & Berger, Paul D. & Magliozzi, Thomas L., 2003. "The Ecological Fallacy: Some Fundamental Research Misconceptions Corrected," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 370-380, December.
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    Cited by:

    1. Echchakoui Said, 2019. "Salespeople’s reward preference methodological analysis," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(1), pages 24-39, March.

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