The state of marketing analytics in research and practice

This paper presents a systematic review of marketing research on the burgeoning new area of “marketing analytics” and considers the importance of marketing analytics for marketing research and practice. This article contributes to the marketing literature with a systematic review of studies and findings on marketing analytics, which allow for further recommendations. We identify the central themes and concepts related to marketing analytics present in marketing research and provide a comparison between the focus of marketing research, practice, and academics regarding this topic. The study also provides practitioners with a summary of the current findings and a more natural way to translate and apply theoretical findings in practice. Academics can also use these results in the classroom to promote and demonstrate the importance and benefits of marketing analytics.

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