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

Abstract

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.

Predictive Analytics in Marketing: Contribution to Marketing Performance

“…It is essential for graduates across disciplines such as information systems, marketing, finance, and healthcare to acquire fundamental knowledge and skills in predictive analytics for effective utilization . The field of marketing analytics, which includes predictive analytics, is rapidly evolving, intersecting with data science and the fourth industrial revolution (Dar et al, 2023). Predictive analytics, when applied to big data, holds significant potential in enhancing care efficiency and facilitating better decision-making (Shah et al, 2018).…”