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- Michel Wedel
- Michel Wedel is PepsiCo Chaired Professor of Consumer Science and Distinguished University Professor, Robert H. Smith School of Business, University of Maryland, College Park
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- P.K. Kannan
- P.K. Kannan is Ralph J. Tyser Professor of Marketing Science, Robert H. Smith School of Business, University of Maryland, College Park
説明
<jats:p> 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. </jats:p>
収録刊行物
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- Journal of Marketing
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Journal of Marketing 80 (6), 97-121, 2016-11
SAGE Publications
