Marketing Analytics

Marketing analytics is the systematic practice of measuring, analyzing, and interpreting marketing performance data to optimize marketing effectiveness and return on investment.

1.9K

Publications

169.9K

Citations

4.2K

Authors

1.6K

Institutions

Publications per year

2017–2026

752

Parents

Business AnalyticsMarketingMarketing Management

Children

Basket AnalysisBrand AnalyticsCampaign Performance AnalysisChurn AnalysisConversion Rate OptimizationCustomer AcquisitionCustomer Journey AnalysisCustomer Lifetime ValueCustomer Relationship Management AnalyticsCustomer Segmentation

Publications

1.9K

Partial least squares structural equation modeling (PLS-SEM)

Joe F. Hair, Marko Sarstedt, Lucas Hopkins et al. · European Business Review · 2014 · 11K citations

Business, Management Information Systems, Marketing +12

The Effect of Word of Mouth on Sales: Online Book Reviews

Judith A. Chevalier, Dina Mayzlin · Journal of Marketing Research · 2006 · 5.9K citations

Business, Marketing, Marketing Management +15

Importance-Performance Analysis

John A. Martilla, John James · Journal of Marketing · 1977 · 3.5K citations

Business, Marketing, Marketing Management +13

Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS

Ken Kwong-Kay Wong · 2013 · 2.3K citations

Business, Marketing, Marketing Management +10

Cluster Analysis in Marketing Research: Review and Suggestions for Application

Girish Punj, David W. Stewart · Journal of Marketing Research · 1983 · 2K citations

Business, Marketing, Marketing Management +9

1–5 of 1.9K

Authors

4.2K

WS
Wayne S. DeSarbo
Pennsylvania State University, United States
16 publications · 1.8K citations
14
h-index
SA
Shahriar Akter
University of Wollongong, Australia
12 publications · 714 citations
12
h-index
PE
Paul E. Green
University of Pennsylvania, United States
13 publications · 590 citations
12
h-index
ET
Eric T. Bradlow
University of Pennsylvania, United States
12 publications · 1.3K citations
12
h-index
GM
Greg M. Allenby
Fisher College, United States
11 publications · 2.3K citations
11
h-index

1–5 of 4.2K

Institutions

1.6K

1–8 of 1.6K

Venues

Journal of Marketing Research
159 publications · 27.9K citations
62
h-index
Marketing Science
58 publications · 11.8K citations
43
h-index
Expert Systems with Applications
33 publications · 2.4K citations
29
h-index
Journal of Business Research
JBR · 41 publications · 5.3K citations
28
h-index
Journal of Marketing
JM · 44 publications · 10K citations
28
h-index

1–5

See also Marketing Analytics
Core Methods	Predictive Analytics Machine Learning Customer Segmentation Predictive Modeling Neural Networks Prescriptive Analytics Recommender Systems Network Analysis Social Media Analytics Regression Text Analysis Random Forests Descriptive Analytics Time Series Analysis Gradient Boosting Cohort Analysis Diagnostic Analytics Real-time Analytics Classification Models Customer Lifetime Value Prediction Conversion Rate Forecasting Price Sensitivity Measurement
Performance Metrics	Customer Retention Customer Lifetime Value Conversion Rates Return On Investment Email Click-through Rates Return On Marketing Investment
Applications	Customer Segmentation Personalization Dynamic Pricing Customer Churn Prediction A/b Testing Target Audience Selection Journey Mapping Lead Ranking Channel Allocation Budget Allocation Multivariate Testing Promotion Performance Measurement
Limitations	Data Privacy Data Quality Technology Integration Algorithmic Bias Data Fragmentation Organizational Silos