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Book part
Publication date: 1 January 2010

Koen Pauwels and Dave Reibstein

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Book part
Publication date: 10 November 2010

Shantanu Dutta, Mark E. Bergen and Sourav Ray

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Book part
Publication date: 19 September 2019

Emre Soyer, Koen Pauwels and Steven H. Seggie

While Big Data offer marketing managers information that is high in volume, variety, velocity, and veracity (the 4Vs), these features wouldn’t necessarily improve their…

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While Big Data offer marketing managers information that is high in volume, variety, velocity, and veracity (the 4Vs), these features wouldn’t necessarily improve their decision-making. Managers would still be vulnerable to confirmation bias, control illusions, communication problems, and confidence issues (the 4Cs). The authors argue that traditional remedies for such biases don’t go far enough and propose a lean start-up approach to data-based learning in marketing management. Specifically, they focus on the marketing analytics component of Big Data and how adaptations of the lean start-up methodology can be used in some combination with such analytics to help marketing managers improve their decision-making and innovation process. Beyond the often discussed technical obstacles and operational costs associated with handling Big Data, this chapter contributes by analyzing the various learning and decision-making problems that can emerge once the 4Vs of Big Data have materialized.

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Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

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Book part
Publication date: 14 December 2022

Zeynep Aksehirli, Yakov Bart, Kwong Chan and Koen Pauwels

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Break the Wall: Why and How to Democratize Digital in Your Business
Type: Book
ISBN: 978-1-80382-188-7

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Book part
Publication date: 14 December 2022

Zeynep Aksehirli, Yakov Bart, Kwong Chan and Koen Pauwels

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Break the Wall: Why and How to Democratize Digital in Your Business
Type: Book
ISBN: 978-1-80382-188-7

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Book part
Publication date: 14 December 2022

Zeynep Aksehirli, Yakov Bart, Kwong Chan and Koen Pauwels

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Break the Wall: Why and How to Democratize Digital in Your Business
Type: Book
ISBN: 978-1-80382-188-7

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Book part
Publication date: 14 December 2022

Zeynep Aksehirli, Yakov Bart, Kwong Chan and Koen Pauwels

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Break the Wall: Why and How to Democratize Digital in Your Business
Type: Book
ISBN: 978-1-80382-188-7

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Book part
Publication date: 14 December 2022

Zeynep Aksehirli, Yakov Bart, Kwong Chan and Koen Pauwels

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Break the Wall: Why and How to Democratize Digital in Your Business
Type: Book
ISBN: 978-1-80382-188-7

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Book part
Publication date: 14 December 2022

Zeynep Aksehirli, Yakov Bart, Kwong Chan and Koen Pauwels

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Break the Wall: Why and How to Democratize Digital in Your Business
Type: Book
ISBN: 978-1-80382-188-7

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Book part
Publication date: 14 December 2022

Zeynep Aksehirli, Yakov Bart, Kwong Chan and Koen Pauwels

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Details

Break the Wall: Why and How to Democratize Digital in Your Business
Type: Book
ISBN: 978-1-80382-188-7

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