References
- Biesdorf, Stefan; Court, David; Willmott, Paul (2013): “Big Data: What’s Your Plan?” McKinsey Quarterly (March)
- Drucker, Peter (1967): “The Manager and the Moron” in Technology, Management and Society: Essays by Peter F. Drucker, pp. 166 - 177.
- Germann, Frank; Lilien, Gary L.; Rangaswamy, Arvind (2013): “Performance Implications of Deploying Marketing Analytics,” International Journal of Research in Marketing, Vol. 30 (2), pp. 114 - 128.
- Pauwels, Koen (2014): It’s not the Size of the Data - It’s How You Use it: Smarter Marketing with Analytics and Dashboards, AMACOM.
- Wiesel, Thorsten; Pauwels, Koen; Arts, Joep (2011): “Practice Prize Paper - Marketing’s Profit Impact: Quantifying Online and Off-line Funnel Progression,” Marketing Science, Vol. 30 (4), pp. 604 - 611. http://video.mit.edu/watch/inofec-5559/.