MKTG 380 Chapter Notes - Chapter 5: Predictive Analytics, Direct Marketing, Unstructured Data
Document Summary
5: marketing analytics; welcome to the era of big data. A/b test: a method used for testing the effectiveness of altering one characteristic of a marketing asset (e. g. , a web page, a banner advertisement, or an e-mail). The test is conducted by randomly exposing some users to the original version and other users to an altered version. The behavior of users within each group is recorded and the results are used to determine if the altered version performs better on some measure of interest (e. g. , click-through rates). Big data: a popular term to describe the exponential growth of data both structured and unstructured in massive amounts that are hard or impossible to process using traditional database techniques. Channel partner model: a relationship between channel partners in which a two-way exchange of information between purchasing organizations and their respective vendors is facilitated through shared or integrated it systems.