分析
网站分析
个性化
数据科学
大数据
数据分析
商业分析
商业智能
软件分析
计算机科学
追踪
市场调研
背景(考古学)
语义分析
营销
业务
知识管理
万维网
网络智能
数据挖掘
商业模式
软件
Web服务
程序设计语言
业务分析
软件建设
Web开发
生物
互联网
操作系统
数据网
古生物学
软件系统
作者
Michel Wedel,P.K. Kannan
摘要
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.
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