Marketing Analytics for Data-Rich Environments. (November 2016)

• Record Type: Journal Article
• Authors: Wedel, Michel; Kannan, P.K.
• Is Part Of: Journal of marketing. Volume 80:Number 6(2016)
• Page Start: 97
• Page End: 121
• Publication Date: 2016-11
• Subjects: big data -- marketing analytics -- marketing mix -- personalization -- privacy; Marketing -- Periodicals; Marketing -- Management -- Periodicals; 658.8005
• DOI: 10.1509/jm.15.0413
• Languages: English
• ISSNs: 0022-2429

Abstract

The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizing marketing-mix spending in a data-rich environment, (2) analytics for personalization, and (3) analytics in the context of customers' privacy and data security. They review the implications for organizations that intend to implement big data analytics. Finally, turning to the future, the authors identify trends that will shape marketing analytics as a discipline as well as marketing analytics education.