The world of data analytics has evolved dramatically in the past decade, in areas as diverse as sports, politics, and business. Effective IMC programs cannot ignore this important aspect of an overall marketing approach.

Resources:

Discussion Questions:

  1. Watch the video regarding Shazam. What benefits does this company offer to client companies?
  2. In the two videos featuring Einstein Analytics, how does this organization approach customer relationship management?
  3. What advice does the Entrepreneur article offer regarding data analytics and customer contacts?
  4. Would the features and benefits of these data-analytic programs be best suited to certain types of companies, sizes of firms, or industries?  If so, how?

About Dr. Donald Baack

Co-author of textbook.

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