The Marketing Analytics Frontier

Marketing Analytics Roadmap ◽

10.1007/978-1-4842-0259-3_10 ◽

2015 ◽

pp. 133-146

Author(s):

Jerry Rackley

Keyword(s):

Marketing Analytics

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Digital Marketing Analytics: Building Brand Awareness and Loyalty in UAE

2020 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) ◽

10.1109/ictmod49425.2020.9380579 ◽

2020 ◽

Author(s):

Anushka Achamma Moncey ◽

Kamaladevi Baskaran

Keyword(s):

Digital Marketing ◽

Brand Awareness ◽

Marketing Analytics

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Developing context‐relevant project experiences for marketing analytics students

Decision Sciences Journal of Innovative Education ◽

10.1111/dsji.12234 ◽

2021 ◽

Author(s):

Jeen‐Su Lim ◽

John H. Heinrichs

Keyword(s):

Marketing Analytics

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EXPRESS: Big Data, Marketing Analytics, and Public Policy: Implications for Health Care

Journal of Public Policy & Marketing ◽

10.1177/0743915621999031 ◽

2021 ◽

pp. 074391562199903

Author(s):

Praveen K. Kopalle ◽

Donald R. Lehmann

Keyword(s):

Health Care ◽

Public Policy ◽

Big Data ◽

Policy Implications ◽

Marketing Analytics

This paper highlights some benefits to and issues with the application of big data and analytics, with emphasis on its role in health care. It considers both its effectiveness/value (i.e., how it can be used) and concerns about its use related to privacy and acceptance by individuals (i.e., how it should be used)

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From Suspect to Customer: Using Marketing Analytics Data to Study the Effectiveness of Digital Marketing Channels in the B2b Sales Funnel

SSRN Electronic Journal ◽

10.2139/ssrn.3935497 ◽

2021 ◽

Author(s):

Amelia Zafreen Dash ◽

Joel Mero ◽

Tommi Laukkanen

Keyword(s):

Marketing Channels ◽

Digital Marketing ◽

Marketing Analytics ◽

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Marketing analytics: Methods, practice, implementation, and links to other fields

Expert Systems with Applications ◽

10.1016/j.eswa.2018.11.002 ◽

2019 ◽

Vol 119 ◽

pp. 456-475 ◽

Author(s):

Stephen L. France ◽

Sanjoy Ghose

Keyword(s):

Marketing Analytics ◽

Practice Implementation

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Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective

Journal of Business Research ◽

10.1016/j.jbusres.2015.10.017 ◽

2016 ◽

Vol 69 (5) ◽

pp. 1562-1566 ◽

Author(s):

Zhenning Xu ◽

Gary L. Frankwick ◽

Edward Ramirez

Keyword(s):

Big Data ◽

Data Analytics ◽

Big Data Analytics ◽

New Product ◽

New Product Success ◽

Product Success ◽

Marketing Analytics ◽

Knowledge Fusion ◽

Traditional Marketing

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Inductive Fuzzy Classification in Marketing Analytics

10.1007/978-3-319-05861-0 ◽

2014 ◽

Author(s):

Michael Kaufmann

Keyword(s):

Fuzzy Classification ◽

Marketing Analytics

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Analytics 2: marketing analytics

New Methods of Market Research and Analysis ◽

10.4337/9781786432698.00013 ◽

2017 ◽

pp. 161-192

Keyword(s):

Marketing Analytics

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Special Session: Big Data Analytics for Marketing (Contributed Session by the IÉSEG Center for Marketing Analytics (ICMA))

Marketing at the Confluence between Entertainment and Analytics - Developments in Marketing Science: Proceedings of the Academy of Marketing Science ◽

10.1007/978-3-319-47331-4_87 ◽

2017 ◽

pp. 463-464

Author(s):

Koen W. De Bock ◽

Kristof Coussement

Keyword(s):

Big Data ◽

Data Analytics ◽

Big Data Analytics ◽

Special Session ◽

Marketing Analytics

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A dynamic capability view of marketing analytics: Evidence from UK firms

Industrial Marketing Management ◽

10.1016/j.indmarman.2018.08.002 ◽

2019 ◽

Vol 76 ◽

pp. 72-83 ◽

Author(s):

Guangming Cao ◽

Yanqing Duan ◽

Alia El Banna

Keyword(s):

Dynamic Capability ◽

Marketing Analytics

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