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Journal of Marketing Insights in the Classroom

Marketing Analytics for Data-Rich Environments

Michel Wedel and P.K. Kannan

Journal of Marketing Insights in the Classroom

JM Insights in the Classroom

Full Citation: ​
Wedel, Michel and P.K. Kannan (2016), “Marketing Analytics for Data-Rich Environments.” Journal of Marketing, Vol. 80 (6), 97-121.

Abstract Article
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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Topic Areas: ​
Marketing Analytics​​​​

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Michel Wedel

Michel Wedel is PepsiCo Chair in Consumer Science, Robert H. Smith School of Business, University of Maryland.

P.K. Kannan

P.K. Kannan is Dean’s Chair in Marketing Science, Robert H. Smith School of Business, University of Maryland.