Analytics Capability in Marketing Education: A Practice-Informed Model

Kurtzke, Simone; Setkute, Justina

doi:10.1177/02734753211042404

Cited by 26 publications

(18 citation statements)

References 59 publications

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“…This is because the pace of technological development is rapidly reshaping the application landscape of marketing analytics. Future research could address how marketing analytics applications can be applied to support real‐life business decisions (Kurtzke & Setkute, 2021; Lim & Heinrichs, 2021). Moreover, given the increasing use of digital platforms in customer shopping journeys, it is crucial to explore marketing analytics applications beyond these traditional realms, or in the context of new tools and technologies (Tupikovskaja‐Omovie & Tyler, 2021; Zumstein et al, 2022).…”

Section: Implications and Future Directions For Marketing Analytics R...mentioning

confidence: 99%

Section: Evolution Of Marketing Analytics Researchmentioning

confidence: 99%

“…Tupikovskaja‐Omovie and Tyler (2021) presented the use of eye‐tracking technology to create digital users' buying journeys that helped audit the Google Analytics tool and uncover the characteristics needed to cluster digital customers depending on their shopping behavior. To bridge the theory‐practice gap and improve students' chances of finding work after graduation, Kurtzke and Setkute (2021) identified the knowledge and abilities that marketing graduates need for analytics practice. Such studies reaffirm the wide‐ranging applications and issues to consider in relation to marketing analytics.…”

Section: Science Mapping Of Marketing Analytics Researchmentioning

confidence: 99%

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Marketing analytics: The bridge between customer psychology and marketing decision‐making

Basu,

Lim,

Kumar

et al. 2023

Psychology and Marketing

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As modern marketing environments become increasingly data‐intensive, the role of marketing analytics in illuminating the dynamics of customer psychology to inform marketing decision‐making becomes critical. This study conducts a systematic literature review using a bibliometric analysis of 122 studies identified and retrieved from Scopus, focusing on the expansive domain of marketing analytics. Our review serves as a conduit binding the fragmented past, present, and future of marketing analytics, presenting an organized framework that highlights the characteristic theoretical underpinnings associated with it. Beyond offering a panoramic perspective of key resources—encompassing journals, authors, countries/territories, and institutions—we delve deeply into predominant themes in marketing analytics. These themes underscore its vital applications, from decision‐making, forecasting, and capability building, to understanding customer journeys and gaining a competitive edge. Central to our discourse is the study's implication, emphasizing marketing analytics as a bridge to a more informed grasp of customer psychology in today's customer‐centric, data‐driven environment. Through this lens, marketing analytics becomes a potent tool to capture psychological nuances, uncovering facets that might be bypassed by traditional marketing, thereby empowering enriched decision‐making in modern marketing strategies.

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Section: Implications and Future Directions For Marketing Analytics R...mentioning

confidence: 99%

Section: Evolution Of Marketing Analytics Researchmentioning

confidence: 99%

Section: Science Mapping Of Marketing Analytics Researchmentioning

confidence: 99%

See 1 more Smart Citation

Marketing analytics: The bridge between customer psychology and marketing decision‐making

Basu,

Lim,

Kumar

et al. 2023

Psychology and Marketing

View full text Add to dashboard Cite

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“…interaction with foreign market sectors (Terpstra, 1987). In light of the changes brought about by marketing analytics techniques (Langan et al, 2019;Lim & Heinrichs, 2021;Louro et al, 2021;Kurtzke & Setkute, 2021), there is a pressing need to rethink marketing education in the classroom.…”

Section: Petrescu and Krishen (2017)mentioning

confidence: 99%

Marketing Analytics Theoretical Development and Trends: The Journey of Defining Marketing Analytics

Dar

Rana

Nasir

2023

RJSI

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Marketing Analytics is a novel area of marketing science that is becoming a new subject and area of expertise like other sub-branches of marketing, with the conceptual umbrella overlapping data science and the fruits of the fourth industrial revolution. The researchers crafted the linkage of Data Science, Data Analytics, Business Analytics and Marketing Analytics as an interdisciplinary phenomenon and subset of Business Analytics. A definition has been developed from academic development and trends. The area’s importance in the academic world has also been detailed.

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“…Additionally, government is interested in utilizing this type of data for improving decision-making and service delivery (Giest, 2017). One of the most popular tools for collecting and analyzing digital trace data is google analytics (GA) (Kurtzke & Setkute, 2021), because of its ease and accessibility. GA is mainly used in the private sector for marketing analytics, but government also increasingly makes use of it.…”

Section: Introductionmentioning

confidence: 99%

Assessing inclusivity in online platforms through usability evaluation with Google Analytics

2022

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As online platforms are swiftly becoming a dominant interface of government-citizen interactions, it is crucial that these platforms are inclusive. This article considers the potential of using digital trace data for assessing inclusivity in online platforms. Given that Google Analytics (GA) is a popular tool for collecting and analyzing digital trace data, this article asks to what extent GA is useful in usability evaluation for assessing inclusivity. This article reports on a case study in which GA was used for the usability evaluation of an online participation platform of a local government in The Netherlands. The usability evaluation via GA highlights that the platform was less inclusive toward two categories of users, namely, mobile users and users who access the platform via social media or referral. We conclude that GA is helpful for assessing inclusivity in online government platforms, particularly to the extent that it can be used to monitor whether there are differences in usability for different categories of users. Shortcomings of GA are that it gives limited insights into underlying reasons for identified behavioral patterns, that data quality can be compromised, and that functionalities of GA are restricted based on privacy or legal considerations.

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Analytics Capability in Marketing Education: A Practice-Informed Model

Cited by 26 publications

References 59 publications

Marketing analytics: The bridge between customer psychology and marketing decision‐making

Marketing analytics: The bridge between customer psychology and marketing decision‐making

Marketing Analytics Theoretical Development and Trends: The Journey of Defining Marketing Analytics

Assessing inclusivity in online platforms through usability evaluation with Google Analytics

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