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Start Over Author "Hunt, Shane" Publisher american marketing association
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1. Does Context Matter? An Investigation of the Contextual Interpretation of Predictive Analytics on Consumer Marketing Effectiveness.

Author

Okechukwu, Obinna and Hunt, Shane

Subjects
MARKETING strategy, CONSUMER behavior, ORGANIZATIONAL performance, BIG data, BUSINESS databases
Abstract

This paper attempts to investigate if in fact the contextual interpretation of predictive analysis in a target market will produce actionable data that can be used to improve market effectiveness while determining how predictive analysis impacts the market performance of firms. [ABSTRACT FROM AUTHOR]

Published
2017

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