April 2020
Technical Note
HBS Case Collection

Quantitative Analysis in Marketing

Format:Print
| Language:English
| Pages:14

Abstract

Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining economic value to customers, demand generation and customer acquisition with the help of customer lifetime value analysis, channel economics, product cannibalization, market share analysis, and pricing.