Marketing analytics: The bridge between customer psychology and marketing decision‐making

TLDR

Marketing analytics is increasingly critical in data‑intensive environments for illuminating customer psychology to inform decision‑making. The study systematically reviews 122 marketing analytics papers to create an organized framework linking past, present, and future of the field. The authors performed a bibliometric review of 122 Scopus studies, mapping key resources and deeply exploring predominant themes in marketing analytics. The review identifies marketing analytics as vital for decision‑making, forecasting, capability building, customer journey insight, and competitive advantage, acting as a bridge to deeper customer psychology and enabling richer modern marketing strategies.

Abstract

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.