Marketing analytics resource allocation. Using resource allocation to build success / University of Virginia, Darden School of Business.

Format:

Video

Contributor:

Venkatesan, Rajkumar, speaker.

Colgate Darden Graduate School of Business Administration, publisher. .

Series:

Academic Video Online

Language:

English

Subjects (All):

Marketing--Management--Data processing.

Marketing.

Marketing research.

Genre:

Instructional films.

Physical Description:

1 online resource (1 minutes)

Other Title:

Using resource allocation to build success

Place of Publication:

Charlottesville, VA : University of Virginia Darden, 2017.

Language Note:

In English.

System Details:

video file

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.

Notes:

Title from resource description page (viewed September 10, 2020).

OCLC:

1200166203