journal article
Marketing Analytics for Data-Rich EnvironmentsJournal of Marketing
Vol. 80, No. 6, AMA and MSI Special Issue of "Journal of Marketing" | Mapping the Boundaries of Marketing: What Needs to Be Known (November 2016)
, pp. 97-121 (25 pages)
Published By: Sage Publications, Inc.
//www.jstor.org/stable/44134975
Read and download
Log in through your school or library
Read Online (Free) relies on page scans, which are not currently available to screen readers. To access this article, please contact JSTOR User Support. We'll provide a PDF copy for your screen reader.With a personal account, you can read up to 100 articles each month for free.
Get StartedAlready have an account? Log in
Monthly Plan
- Access everything in the JPASS collection
- Read the full-text of every article
- Download up to 10 article PDFs to save and keep
Yearly Plan
- Access everything in the JPASS collection
- Read the full-text of every article
- Download up to 120 article PDFs to save and keep
Purchase a PDF
Purchase this article for $41.50 USD.
How does it work?
- Select the purchase option.
- Check out using a credit card or bank account with PayPal.
- Read your article online and download the PDF from your email or your account.
Abstract
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, tuming to the future, the authors identify trends that will shape marketing analytics as a discipline as well as marketing analytics education.
Journal Information
The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline?
Publisher Information
Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com
Rights & Usage
This item is part of a JSTOR Collection.
For terms and use, please refer to our Terms and Conditions
Journal of Marketing
Request Permissions