@article {95, editor = {,}, title = {Masters of Marketing Analytics}, volume = {56}, number = {1}, pages = {95--117}, year = {2016}, doi = {10.2501/JAR-2016-013}, publisher = {Journal of Advertising Research}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/56/1/95}, eprint = {https://www.journalofadvertisingresearch.com/content/56/1/95.full.pdf}, journal = {Journal of Advertising Research} }