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  • April 2020
  • Technical Note
  • HBS Case Collection

Quantitative Analysis in Marketing

By: Sunil Gupta
  • Format:Print
  • | Language:English
  • | Pages:14
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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.

Keywords

Quantitative Analysis; Marketing; Decision Making; Analysis

Citation

Gupta, Sunil. "Quantitative Analysis in Marketing." Harvard Business School Technical Note 520-091, April 2020.
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About The Author

Sunil Gupta

Marketing
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