DBQ MKT640

Discuss the importance of accurate data collection, the key principles guiding data collection, and the various techniques used for data analysis and visualization in marketing analytics. How can these practices be leveraged to optimize marketing strategies and improve return on investment?

Textbook: Grigsby, Mike. (2022). Marketing analytics: A practical guide to improving insights using data techniques. (3rd ed.) London: Kogan Page. Hemann, C., & Burbary, K. (2018). Digital marketing analytics. (2nd ed.). Pearson Education.