research paper on marketing analytics

Journal of Marketing Analytics

• ISSN : 2050-3318 (print)
• ISSN : 2050-3326 (electronic)
• Journal no. : 41270
• Provides a single accessible resource for the rapidly changing field of marketing analytics
• Combines the best of applied scientific research and commercial best practices
• Covers targeting, segmentation, big data, customer loyalty, CRM, data quality management, marketing strategy and more

This journal marries rigorously controlled scientific research methods with the accessibility and accuracy of real world case studies. It is designed to help scholars and academics stay in touch with current developments in the science of marketing analytics, and to help professionals working in the field of marketing analytics stay on top of the latest trends, and grasp the implications of cutting edge analytics research.

The Journal of Marketing Analytics fosters new insights into the ways that companies approach their markets, adapt to changing market conditions, and respond to new competitors. Marketing analytics powers the current wave of data driven decision-making, and strategic leverage of data remains a powerful source of sustainable competitive advantage.

Data has become the new lodestone of the modern knowledge economy. In today’s rapidly evolving market, storing and reporting of data are not enough. Marketers must quickly make sense of oceans of data, and bring new insight into action faster than ever. This journal helps marketers analyze their markets, adjust to changing conditions, and respond to new competitors.

The contents cut a wide swathe across the discipline of marketing analytics. Articles explore such topics as segmentation of the senior market; constructing brand value proposition statements; customer retention in B2C electronic commerce; optimizing time-limited price promotions; and more. The journal describes sophisticated analytic approaches including fuzzy-set qualitative comparative analysis and product reviews; and the use of multilevel modelling to improve neighborhood targeting.

Journal of Marketing Analytics is a Transformative Journal ; authors can publish using the traditional publishing route OR via immediate gold Open Access. More information on Transformative journals: https://www.springernature.com/gp/open-research/transformative-journals More information on funder and institutional requirements: https://www.springernature.com/gp/open-research/funding

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Volume 12, Issue 1, March 2024

Special issue: advanced marketing analytics using partial least squares structural equation modeling (pls sem), advanced marketing analytics using partial least squares structural equation modeling (pls-sem).

Marko Sarstedt , Yide Liu

Original Article

Does culture matter? Corporate reputation and sustainable satisfaction in the Chinese and German banking sector

Svenja Damberg , Yide Liu , Christian M. Ringle

Understanding travel apps usage intention: findings from PLS and NCA

Pinaz Tiwari , Rahul Pratap Singh Kaurav , Kian Yeik Koay

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Please note you do not have access to teaching notes, marketing analytics: the evolution of marketing research in the twenty‐first century.

Direct Marketing: An International Journal

ISSN : 1750-5933

Article publication date: 3 April 2007

The purpose of this paper is to discuss the current state of marketing analytics and how it should become a standard marketing research tool in the twenty‐first century.

Design/methodology/approach

The design of this paper is both a review of the field of marketing analytics and a discussion of how these factors must be enhanced and incorporated into twenty‐first century marketing research. As such this paper is offered as a viewpoint based on years of experience in the field and should serve as the basis for discussion and discourse by both academicians and practitioners.

In the realm of marketing, primary research has traditionally focused on quantitative or qualitative methodologies to provide customer insights. With advances in technology, especially data mining, marketing analytics has become an invaluable tool and should be viewed as an equal component of the marketing research toolkit. Analytics requires marketers to use data to understand customers at every touch point throughout their lifecycle with the business. To do this the analyst must mine, analyze, interpret, and present the information so that it is converted into actionable intelligence. In this process, the customer's information DNA is tracked, segmented, modeled and then acted upon. As these concepts and tools become standard operating procedures, academic marketing departments must internalize analytics into their overall curriculum in order to provide students with a compelling career advantage.

Originality/value

The value of this paper is that it presents marketers with a strong argument for the integration of marketing analytics into their practice of researching marketing issues and problems. Analytics completes the research triangle of qualitative, quantitative and data mined information gathering, analysis, and interpretation. It is hoped that this paper will generate additional discourse and research in this area and, especially, the adaptation of analytics as a standard research tool by marketers.

• Market research
• Data analysis

Hauser, W.J. (2007), "Marketing analytics: the evolution of marketing research in the twenty‐first century", Direct Marketing: An International Journal , Vol. 1 No. 1, pp. 38-54. https://doi.org/10.1108/17505930710734125

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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A decade of marketing analytics and more to come: JMA insights

Maria petrescu.

1 Department of Business Administration, Embry-Riddle Aeronautical University, Worldwide Campus, Daytona Beach, USA

Anjala S. Krishen

2 Mel Larson Endowed Chair of Marketing, Lee Business School, University of Nevada, Las Vegas, Las Vegas, USA

The Journal of Marketing Analytics was created in 2013 by Palgrave Macmillan from the merger of the Journal of Targeting, Measurement, and Analysis for Marketing (2001–2012) and the Journal of Database Marketing and Customer Strategy Management (2001–2012) (ABDC), with Dr. Tom Breuer as its first editor-in-chief. The JMA team would like to thank Dr. Tom Breuer for his work and innovative thinking in starting this project. The JMA is a peer-reviewed journal that publishes four print and online issues per year, provides a single accessible resource for the rapidly changing field of marketing analytics, combines the best of applied scientific research and commercial best practices, and covers targeting, segmentation, big data, customer loyalty, CRM, data quality management, marketing strategy, and more. The journal also includes sophisticated analytic approaches, such as fuzzy-set qualitative comparative analysis, product reviews, and multilevel modeling to improve neighborhood targeting. It provides a means to stay informed about this rapidly changing field and leverage the power of data to achieve sustainable competitive advantage.

The Journal of Marketing Analytics is a publication addressing this blossoming field by combining applied research and practice papers. Its unique combination of academic research and insights from commercial best practices makes it a valuable resource for both scholars and practitioners. The journal aims to blend rigorous scientific research methods with the applicability of real-world case studies. Papers are selected through a double-blind review process based on their content and merit, ensuring the publication of the best papers in the field. JMA is designed to help scholars and academics stay informed about the latest developments in the science of marketing analytics and help professionals in marketing analytics stay abreast of the latest trends and implications of cutting-edge analytics research.

In today’s competitive markets, merely storing and reporting information is insufficient. Companies must possess the ability to comprehend vast amounts of data, apply insights to their market approach, respond to new competitors, and adapt to shifting market conditions. To achieve this, marketing analytics has become a central component of data-driven decision-making. Companies can no longer rely solely on intuition to make decisions, as data are now a crucial source of sustainable competitive advantage. While new products can be quickly replicated, leveraging data strategically remains one of the few effective ways companies can stand out in a globalized world, where employees are less loyal and businesses are frequently on the move.

The JMA is included on the ABS and ABDC journal ranking lists and is a Q1 journal by Scimago Journal&Country Rank. Figure  1 shows the citations per document as reflected by SJR. In this context, we would also like to thank our reviewers, special issue editors, publishing team, and authors who put much effort into our journal's creation and constant improvement and growth. Table ​ Table1 1 includes our most cited papers since 2013, according to Scopus.

Citations per document (SJR)

Most cited articles

We explored the essential research topics in JMA by performing a bibliometric analysis of the articles published in printed issues and currently online since 2013, as included in the references section. We first downloaded all the bibliometric data for each article through Scopus. Figure  2 includes a co-citation network map obtained through a network analysis in VOSViewer of the keywords provided by the authors.

Co-citation network mapping

The first cluster is focused on data-driven customer insights, reflecting big data and data mining use for customer segmentation, forecasting, and retail. Researchers in this group are interested in understanding how to use customer data to enhance engagement and increase customer lifetime value. The second area analyzes brand loyalty, machine learning, and sentiment analysis for social media marketing. Research in this cluster studies methods for using data to identify and target loyal customers and increase brand loyalty.

The marketing budget optimization group researched brand management, budget allocation, and digital marketing topics. Articles in this group discussed how to effectively manage and allocate marketing budgets to maximize brand satisfaction and loyalty. The fourth area of research reflects customer loyalty and satisfaction, as well as the use of PLS-SEM. These studies review how to measure and enhance customer satisfaction and loyalty and how to use social media to promote sustainability initiatives.

Another research stream is focused on customer relationship management, customer segmentation, and decision calculus for retention. Researchers in this cluster are interested in understanding how to use customer data to optimize retention and improve customer relationships. Finally, the last group is focused on analytics, sales, and text mining. These studies analyzed how to use analytics and text mining to improve sales performance and enhance customer engagement.

We then performed a machine-learning-based lexical, thematic analysis of the abstracts of all JMA papers using Leximancer to extract the essential themes approached during the ten years of publication. Similar insights were reflected in the themes extracted in this analysis, as shown in Fig.  3 . The themes emphasize the central role of customers in the marketing analytics framework and their role in the modeling and application of analytics. Methodologies, modeling, forecasting, and prediction have become essential in modern analytics, especially considering the focus on the bottom line, performance, and sales.

Thematic analysis results

Overall, the analysis highlights the diversity of research themes and approaches within marketing analytics, ranging from data mining and machine learning to customer relationship management and sustainability. The research areas identified in this analysis can be used to guide researchers to develop a better understanding of the key topics and themes in the field of marketing analytics. Considering the evolution of marketing analytics and the emerging themes from the ten years of JMA , we propose these topics for future research on marketing analytics:

• Integration of multiple data sources to gain more accurate and comprehensive insights into customer behavior and preferences.
• Personalization and customization, using machine learning and sentiment analysis to personalize marketing messages and products for individual customers.
• Optimization of marketing budgets and allocating resources more effectively.
• Omnichannel customer experience and optimizing touchpoints across channels.
• Artificial intelligence and automation to enhance the effectiveness of marketing campaigns and improve customer experiences.

Biographies

is an Assistant Professor of Marketing at Embry-Riddle Aeronautical University. Her main research areas include Marketing Analytics, Digital Marketing, and Research Methods. Dr. Petrescu has published articles in journals such as Industrial Marketing Management, Psychology & Marketing, Journal of Marketing Management, Journal of Product and Brand Management, Journal of Promotion Management, Journal of Retailing and Consumer Services, Journal of Marketing Analytics, and Journal of Internet Commerce.

is the Mel Larson Endowed Chair of Marketing, and Professor and Department Chair of Marketing and International Business at University of Nevada, Las Vegas (UNLV). She has a B.S. in Electrical Engineering from Rice University, and a M.S. Marketing, MBA, and Ph.D. from Virginia Polytechnic Institute and State University (Virginia Tech). Anjala held management positions for 13-years before pursuing a doctorate. To date, she has published interdisciplinary research in journals including Industrial Marketing Management, Psychology & Marketing Journal of Services Marketing European Journal of Marketing , and Journal of Marketing Education . She has received numerous awards including the UNLV Foundation Distinguished Teaching (2015), the Barrick Scholar (2016), the Harold and Muriel Berkman Research Grant (2016), the UNLV Alumni Association Outstanding Faculty (2019), and the Scholarship of Teaching and Learning Award (2022).

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SICB 2023: Cutting-Edge Business Technologies in the Big Data Era pp 367–379 Cite as

The Impact of Predictive Analytics and AI on Digital Marketing Strategy and ROI

• Mohammad Ali Al Khaldy 3 ,
• Basim Abbas Ali Al-Obaydi 4 &
• Alaa Jamil al Shari 4  
• Conference paper
• First Online: 27 August 2023

412 Accesses

1 Citations

Part of the book series: Studies in Big Data ((SBD,volume 136))

The study explores the effects of artificial intelligence (AI) and predictive analytics on digital marketing strategy and return on investment (ROI). It reviews relevant literature on the use of AI and predictive analytics in digital marketing, focusing on email marketing, customization, social media marketing optimization, and consumer segmentation. The research methodology is described, including data collection and analysis procedures. The findings highlight the significant impact of predictive analytics and AI on digital marketing strategy and ROI, with businesses that effectively utilize these technologies reporting higher engagement, conversions, and revenue growth. The study acknowledges limitations and proposes future research directions of successful AI and predictive analytics integration in digital marketing campaigns. It concludes with recommendations for businesses to invest in predictive analytics and AI to remain competitive in the dynamic digital landscape.

• Digital Marketing
• Predictive Analytics
• Personalization
• Artificial Intelligence

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Mohammad Ali Al Khaldy

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Al Khaldy, M.A., Al-Obaydi, B.A.A., al Shari, A.J. (2023). The Impact of Predictive Analytics and AI on Digital Marketing Strategy and ROI. In: Yaseen, S.G. (eds) Cutting-Edge Business Technologies in the Big Data Era. SICB 2023. Studies in Big Data, vol 136. Springer, Cham. https://doi.org/10.1007/978-3-031-42455-7_31

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Unlocking insights into marketing to mature consumers: A new research synthesis

by Queen Mary, University of London

Research from Queen Mary University of London academic Dr. Mina Tajvidi, delves into marketing communications targeted at mature consumers aged 50 and above, addressing definitional inconsistencies and reviewing research published since 1972.

In an era marked by the increasing significance of an aging population, understanding and effectively targeting mature consumers has become paramount for marketers worldwide. A research paper titled "What we do know and don't know about marketing communications on mature consumers" sheds light on this crucial demographic, resolving long-standing definitional inconsistencies and providing a roadmap for future research and practice in marketing communications.

Authored by a team of esteemed scholars, this paper offers a comprehensive synthesis of existing research on marketing to mature consumers, encompassing individuals aged 50 and above. Drawing from a meticulous analysis of 106 papers published in premier marketing journals since 1972, the study identifies key themes and unveils critical insights into this demographic.

The findings of the paper underscore three primary research themes: the segmentation of mature consumers, their attitudes and behaviors, and effective marketing strategies tailored to this demographic. Furthermore, the research outlines a series of compelling future research directions, urging scholars and practitioners to delve deeper into understanding the complexities of mature consumer behavior and preferences.

One of the standout contributions of this paper is its proposal for an expanded definition of mature consumers, transcending mere chronological age to encompass biological, psychological, and social dimensions, as well as life events and circumstances. This holistic approach promises to revolutionize how marketers conceptualize and engage with this diverse demographic.

From a practical standpoint, the research emphasizes the importance of personalized marketing approaches for mature consumers, recognizing their unique information processing mechanisms and the varying impact of marketing mix elements on their behavior. It advocates for the adoption of alternative methodologies to fully capture the nuances of this market segment.

Co-author of the paper , Tajvidi, codirector of MSc Marketing program, said, "Our research underscores the pressing need for marketers to move beyond simplistic age-based stereotypes and embrace a more nuanced understanding of mature consumers.

"By doing so, businesses can unlock untapped opportunities and forge deeper connections with this increasingly influential demographic. As businesses navigate the evolving landscape of marketing communications, this research serves as a beacon, illuminating the path forward towards more effective and inclusive strategies for engaging mature consumers."

The findings are published in the European Journal of Marketing .

Provided by Queen Mary, University of London

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Research department working papers, the fed takes on corporate credit risk: an analysis of the efficacy of the smccf.

The Federal Reserve’s efforts to stabilize the financial markets at the onset of the COVID-19 pandemic included the launch of the Secondary Market Corporate Credit Facility (SMCCF) in March 2020. The program’s objective was to support the $10 trillion U.S. corporate bond market—where prices were falling and credit spreads were surging—by buying individual securities in the secondary market. The SMCCF marked the first time that the Fed directly supported corporate credit markets by signaling a willingness to purchase outstanding corporate debt and potentially assume a substantial amount of credit risk. This paper evaluates the efficacy of the SMCCF and analyzes the mechanisms through which it affected the pricing of corporate bonds in the secondary market.