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David Dubois
Associate Professor of Marketing
Journal Article
Dubois D., Haumont G. (2018). Leading Effective Insights and Brand Strategy in a Digital World: The 4S Data Framework European Business Review (magazine), (pp45-49).
With the wave of increasing digital footprints in today’s technology-driven business landscape, more and more brands are stepping up their efforts in terms of harnessing data and extracting value from it. This article presents the next big thing about branding that is shaping consumer-driven data analytics.
