As modern marketing environments become increasingly data‐intensive, the role of
marketing analytics in illuminating the dynamics of customer psychology to inform marketing …

This paper presents a systematic review of marketing research on the burgeoning new area
of “marketing analytics” and considers the importance of marketing analytics for marketing …

Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new
marketing reality. In a world of Big Data, machine learning and AI, this key text reviews the …

Artificial intelligence (AI) agents driven by machine learning algorithms are rapidly
transforming the business world, generating heightened interest from researchers. In this …

The use of analytics data in digital marketing has had a profound impact on the way
marketers create consumer relationships and how firms make decisions. However, the …

Managers today are under tremendous pressure to uncover factors driving customers'
attitudes and behavior. Unfortunately, traditional methods suffer from well-known limitations …

The design of this paper is both a review of the field of marketing analytics and a discussion
of how these factors must be enhanced and incorporated into twenty‐first century marketing …

The authors provide a critical examination of marketing analytics methods by tracing their
historical development, examining their applications to structured and unstructured data …

Marketing Strategy offers a unique and dynamic approach based on four underlying
principles that underpin marketing today: All customers differ; All customers change; All …

Companies neither fully exploit the potential of Artificial Intelligence (AI), nor that of Machine
Learning (ML), its most prominent method. This is true in particular of marketing, where its …