Fortune 1000 companies that increase their use of marketing analytics
improve their return on assets an average 8%
and as much as 21%, with returns ranging from $70 million to $180 million in net income, according to a paper written by two key members of the
Institute for Operations Research and the Management Sciences (INFORMS).
The research comes at a time when many firms still lag behind in their adoption of analytics in important aspects of their business.
The research was conducted by Penn State University Management Science Professor Gary L. Lilien, former president of an INFORMS predecessor society; Arvind Rangaswamy of the Smeal College of Business at Penn State, former president of the INFORMS special interest group in e-business; and Frank Germann of the University of Notre Dame.
More information is at www.informs.org/About-INFORMS/News-Room/Press-Releases/Marketing-Analytics-Lilien.
Listen to a podcast interview with Prof. Lilien.
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