TOC: GfK Mar Intell Rev
Introduction
GfK Marketing Intelligence Review, 8(2)
Special issue on Marketing and Data Science
Editorial
Skiera, Bernd
Data, Data and Even More Data: Harvesting Insights From the Data Jungle
Skiera, Bernd
Marketing and Data Science: Together the Future is Ours
Chintagunta, Pradeep / Hanssens, Dominique M. / Hauser, John R.
On Storks and Babies: Correlation, Causality and Field Experiments
Lambrecht, Anja / Tucker, Catherine E.
Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions
Spann, Martin / Molitor, Dominik / Daurer, Stephan
Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?
Grether, Mark
The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive
Lemon, Katherine N.
Data Analysis Trumps Specialist Advice: How Direct Banks Function
Skiera, Bernd
Big Data in Market Research: Why More Data Does Not Automatically Mean Better Information
Bosch, Volker