Marketing Analytics for Data-Rich Environments

@article{Wedel2016MarketingAF,
  title={Marketing Analytics for Data-Rich Environments},
  author={M. Wedel and P. Kannan},
  journal={Journal of Marketing},
  year={2016},
  volume={80},
  pages={121 - 97}
}
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… Expand
264 Citations

Figures and Tables from this paper

Marketing Analytics for Customer Engagement: A Viewpoint
  • S. Nagaraj
  • Business, Computer Science
  • Int. J. Inf. Syst. Soc. Chang.
  • 2020
  • 1
Marketing analytics: Methods, practice, implementation, and links to other fields
  • 20
  • PDF
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 197 REFERENCES
Creating Value with Big Data Analytics: Making Smarter Marketing Decisions
  • 80
Challenges and opportunities in high-dimensional choice data analyses
  • 37
  • PDF
Mine Your Own Business: Market-Structure Surveillance Through Text Mining
  • 454
  • PDF
Crumbs of the Cookie: User Profiling in Customer-Base Analysis and Behavioral Targeting
  • 62
Organizational Models for Big Data and Analytics
  • 57
  • PDF
The Persistence of Marketing Effects on Sales
  • 428
  • PDF
Probability Models for Customer-Base Analysis
  • 145
  • PDF
...
1
2
3
4
5
...