Marketing analytics: Methods, practice, implementation, and links to other fields

作者：

Highlights：

• A business focused overview of the current state of marketing analytics.

• An integrative review at the boundary of expert systems, marketing science, statistics, and operations research.

• The topics of visualization, segmentation, and class prediction are featured. Practical implementation advice is given, along with a directory of open source R routines.

摘要

•A business focused overview of the current state of marketing analytics.•An integrative review at the boundary of expert systems, marketing science, statistics, and operations research.•The topics of visualization, segmentation, and class prediction are featured. Practical implementation advice is given, along with a directory of open source R routines.

论文关键词：Analytics,Prediction,Marketing,Visualization,Segmentation,Data mining

论文评审过程：Received 28 January 2018, Revised 30 September 2018, Accepted 1 November 2018, Available online 2 November 2018, Version of Record 21 November 2018.

论文官网地址：https://doi.org/10.1016/j.eswa.2018.11.002