Bridging marketing theory and big data analytics: The taxonomy of marketing attribution

Does big data analytics influence frontline employees in services marketing?

Purpose: Big Data Analytics (BDA) helps service providers with customer insights and competitive information. It also empowers customers with insights about the relative merits of competing services. The paper addresses the research question, “How does big data analytics enable frontline employees (FLEs) in effective service delivery?” Design/methodology/approach: The research develops schemas ...

Bridging the marketing theory–practice gap with marketing engineering

New developments in marketing management support systems (MMSSs) have provided the marketer with a growing supply of tools that can enrich decision making. In this paper, we describe the concept of marketing engineering — an approach to solving marketing decision problems — popularized by Lilien and Rangaswamy [Lilien GL,Rangaswamy A. Marketing engineering: computer-assisted marketing analysis ...

Editorial - Marketing Science and Big Data

Big Data and Marketing Analytics in Gaming: Combining Empirical Models and Field Experimentation

This paper reports on the development and implementation of a large-scale, marketing analytics framework for improving the segmentation, targeting and optimization of a consumer-facing firm’s marketing activities. The framework leverages detailed transaction data of the type increasingly becoming available in such industries. The models are customized to facilitate casino operations and were im...

Part G Marketing Analytics , Marketing Metrics , and Research Track Chairs

Research Question As a clothing and accessories retailer, Zara launches 11,000 designs on store shelves every year. There are over 200 distinct items in a given Zara store with a one-week inventory turnover. A retailing chain like Zara usually maintains a wide variety of products at its warehouse, but only displays a much smaller set of products at a given store due to space constraints. Even s...