Marketing Analytics for Data-Rich Environments

@article{Wedel2016MarketingAF,
  title={Marketing Analytics for Data-Rich Environments},
  author={Michel 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… 

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