CDK Digital Marketing: Addressing Channel Conflict with Data Analytics

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After analyzing the case, students will be able to:

  • Demonstrate how big data and analytics can be used to solve channel conflict

  • Explain how franchisors and franchisees have different perspectives on the value of data on retail operations

  • Recognize benefits of big data and analytics beyond the obvious potential improvements to marketing and operational effectiveness

  • Articulate the value of data analytics for channel management

  • Appraise the benefits of real-time website customization



Zettelmeyer, F. and Merkley, G. (2017), "CDK Digital Marketing: Addressing Channel Conflict with Data Analytics", Kellogg School of Management Cases.

Download as .RIS



Kellogg School of Management

Copyright © 2014, The Kellogg School of Management at Northwestern University

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.