Integrating marketing analytics approaches into b2b lead management: a practical guide for process optimization
Auteur :
Hannemann, Laura
Éditeur :
Springer Fachmedien Wiesbaden
ISBN :
9783658509583
Date de publication :
14 févr. 2026
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
Marketing analytics offers opportunities to address common issues in lead generation, lead scoring, and lead nurturing through data insights. Nevertheless, the extent of data-driven decision-making varies in practice, and the academic literature on marketing analytics in B2B lead management remains fragmented.