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- Title
Marketing analytics: The bridge between customer psychology and marketing decision‐making.
- Authors
Basu, Rituparna; Lim, Weng Marc; Kumar, Anil; Kumar, Satish
- Abstract
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.
- Subjects
MARKETING; MARKETING &; psychology; CONSUMER psychology; CONSUMER behavior; DECISION making; DATA analysis; BIBLIOMETRICS; META-analysis
- Publication
Psychology & Marketing, 2023, Vol 40, Issue 12, p2588
- ISSN
0742-6046
- Publication type
Article
- DOI
10.1002/mar.21908