CDK Digital Marketing: Addressing Channel Conflict with Data Analytics

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

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

Keywords

Citation

Zettelmeyer, F. and Merkley, G. (2017), "CDK Digital Marketing: Addressing Channel Conflict with Data Analytics", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000058

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Publisher

:

Kellogg School of Management

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

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