Business

Data Web

Software analytics

Data analysis

Personalization

Software construction

Marketing research

Web intelligence

Knowledge management

Biology

Operating system

Data mining

The Internet

World Wide Web

Software system

Marketing

Tracing

Semantic analytics

Paleontology

Business intelligence

Business analysis

Programming language

Data science

Software

Context (archaeology)

Business analytics

Computer science

Big data

Web development

Web service

Business model

Web analytics

Analytics

Journal of Marketing

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.

Marketing Analytics for Data-Rich Environments