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The Linux Compete strategy: An analytics case study
Applied Marketing Analytics: The Peer-Reviewed Journal,
5
(2),
129-136
(2019)
Abstract
This paper examines how Microsoft dealt with the threat of an emerging competitor to its server operating system. The paper describes how a survey-based approach was used to identify the key drivers of customer brand preference and how Microsoft used multiple analytical approaches to quantify the potential threat. The context required both business understanding as well as forecasting and prediction accuracy. With these requirements in mind, the paper uses simulated data to demonstrate how, in this case, some approaches work better than others. The paper also briefly discusses the challenges encountered in getting management to act on the insights obtained through such analytical work.
Keywords: advanced analytics; regression; decision trees; random forests; change management
The full article is available to subscribers to the journal.
Author's Biography
Marco Vriens has a PhD in marketing analytics and is a recognised expert in applied analytics. He led analytics teams for Microsoft, GE and supplier firms. Marco is the author of three books: ‘The Insights Advantage: Knowing How to Win’ (2012), ‘Handbook of Marketing Research’ (2006) and ‘Conjoint Analysis in Marketing’ (1995). Marco has been published in academic and industry journals and has won several best paper awards including the David K. Hardin Award.
Chad Vidden has a PhD in Applied Mathematics, with expertise in computational mathematics, data science and machine learning. He is currently an assistant professor at the University of Wisconsin – La Crosse, where he leads a data science and mathematical modelling research group that collaborates with local companies.
Citation
Vriens, Marco and Vidden, Chad (2019, July 1). The Linux Compete strategy: An analytics case study. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 5, Issue 2. https://doi.org/10.69554/JDKI7442.
© Henry Stewart
Publications LLP
Publications LLP