What is it about?
Describes development of a marketing analytics framework at MGM Resorts Intl.
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Why is it important?
A case study that demonstrates the value of using empirically relevant marketing analytics solutions for improving outcomes for firms in real-world settings.
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This page is a summary of: Big Data and Marketing Analytics in Gaming: Combining Empirical Models and Field Experimentation, Marketing Science, July 2017, INFORMS,
DOI: 10.1287/mksc.2017.1039.
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