The Future of Marketing Analytics and Public Policy

Brennan Davis · Dhruv Grewal · Steve Hamilton

18 citations0/0 files storedJournal of Public Policy & Marketing

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Consumer Market Behavior and Pricing Digital Marketing and Social Media Big Data and Business Intelligence

Abstract

The purpose of this special issue is to encourage the emerging role of analytics in marketing and public policy research. We draw attention to a multitude of comprehensive data sources and analytical techniques that tackle important public policy and marketing issues. We highlight six key domains that provide fruitful avenues for such pursuit: retail analytics, social media analytics, marketing mix analytics, services including healthcare, nonprofits and politics, and artificial intelligence and robotics. We also offer an overview of the various articles and commentaries that are included in this special issue, and we encourage future research building on the underlying analytics approaches, substantive findings, and theoretical discoveries.

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References

2019The future of social media in marketing 2016Marketing Analytics for Data-Rich Environments 2019The future of technology and marketing: a multidisciplinary perspective 2017The Role of Big Data and Predictive Analytics in Retailing 2019The future of in-store technology 2018Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages 2021Sustainable by Design: Choice Architecture and the Carbon Footprint of Grocery Shopping 2020Political Ideology in Consumer Resistance: Analyzing Far-Right Opposition to Multicultural Marketing

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2023Marketing 4.0 analytics in the B2B sector: a state-of-the-art review and integrated framework 2022Government Policy, Strategic Consumer Behavior, and Spillovers to Retailers: The Case of Demonetization in India 2023Into the Woods: Making a Difference via Marketing and Public Policy Research

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