THE PERILS OF DATA ANALYTICS
KNOWLEDGE @ WHARTON
WHARTON MAGAZINE, PUBLISHED 2021/06
Data analytics helps marketer learn about their customers with target precision, from the movies they watch on Netflix to their favorite scoops of chocolate ice cream. Data is ubiquitous, essential, and beneficial except when it’s not. Experts warn that data analytics is at an inflection point. Growing concerns about security risks, privacy, bias, and regulation are bumping up against all the benefits offered by machine learning and artificial intelligence.
RETAILERS NEED TO FOCUS ON CUSTOMER LIFETIME VALUE FOR LONG-TERM SUCCESS
RETAILWIRE, PUBLISHED 2019/11
Peter Fader, the Frances and Pei-Yuan Professor of Marketing at The Wharton School and Neil Hoyne, Head of Customer Analytics for Google, kicked off the recent Sourcing Journal Summit by making a strong case for CLV. In addition to making marketing more effective, CLV can also positively impact advertising, promotions, financials, R&D, sourcing and product design.