Data Analytics and Business Intelligence

Chapter 11 Marketing Analytics Concept, Applications, Opportunities, and Challenges Ahead

Manita Matharu

Amity School of Business, Amity University Uttar Pradesh, India.

Email: [e-mail]

Contents

• 11.1 Introduction
• 11.2 Literature Review
• 11.3 Research Methodology
• 11.4 Analysis and Findings
• 11.5 Marketing Analytics—Opportunities and Challenges
• 11.6 Conclusion

11.1 Introduction

Regardless of the industry in which they operate, businesses employ a variety of marketing analytics. Technology-driven techniques and solutions are critical for optimizing marketers’ connections with clients in a large and unpredictable market environment. By focusing on interaction and feedback, marketing and customer analytics have now become industry ...