Marketing Analytics for Data-Rich Environments
回顾了营销分析方法的历史发展，探讨其在结构化和非结构化数据中的应用，并指出优化营销组合、个性化以及客户隐私与数据安全三个新研究方向。
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.