How Dell Optimizes Marketing Decision Making

Imagine that your revenue climbed significantly after a particular marketing campaign, even though marketing spending had remained flat. But wait - not so fast! Have you considered if any factors other than marketing may have influenced the revenue increase?
Leading computer technology provider Dell decided to look outside of the usual places as it sought answers to the question: "Was the campaign successful?" Using fictional data, two analysts from Dell's corporate marketing group explained how data and marketing analytics helped them examine this question in depth. Download this whitepaper to learn more.
SAS | Business Intelligence
©1994-2014 Infoworld, Inc.