Out of the campaign analysis the most important contribution is that Data-Driven Marketing makes sense only once it is already part of the marketing plan. So the team preparing the marketing plan defines the goals and sets the proper measurement matrix according to those goals. It enables to adjust the marketing plan to extract more value, watch the execution and do adjustments if necessary and evaluate at the end of the campaign.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:82014 |
| Date | January 2011 |
| Creators | Bernátek, Martin |
| Contributors | Král, Petr, Jurek, Martin |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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