Marketing is going through a fundamental transformation. Technology, "big data" and the algorithm have conspired to disrupt the discipline of marketing. As digital has become a larger and larger portion of a marketer's spend—now the largest single channel after TV—and with more and more channels becoming digitized, radical new opportunities and challenges lie ahead. Survival navigating this period will require proficiency in Quantitative Marketing (QM).
The Quantitative Marketer is for the practicing marketer, at all degrees of Quantitative Marketing and at various levels of seniority. From light theory about established direct marketing concepts and new insights to concrete examples of practicing marketers and their real-life experiences in both personal and organizational change management, this book will provide a solid foundation for their ongoing work in QM.
Become fluent in quantitative marketing, and lead your brand or organization through this age of disruption.
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