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Future Development of Customer Analytics in Marketing

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016

Author

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  • Ćosić, Dijana

Abstract

Customer Analytics is a fairly new part of business analytics. It has brought new, granular approach to customers. Since it is developing along with technology, a lot has changed since its beginnings in the 60's and 70's. As marketing relies on customer analytics, it is important to know where the analytics are heading and how marketing can benefit from it. The goal of this paper is to show the possible future development of customer analytics in marketing. It is going to be achieved by an extensive literature review on this topic, with the focus on the latest findings in these fields.

Suggested Citation

  • Ćosić, Dijana, 2016. "Future Development of Customer Analytics in Marketing," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2016), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016, pages 188-195, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr16:183716
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    File URL: https://www.econstor.eu/bitstream/10419/183716/1/27-ENT72-Cosic-188-195.pdf
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    References listed on IDEAS

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    1. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
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    More about this item

    Keywords

    customer analytics; marketing; development; technology;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • C00 - Mathematical and Quantitative Methods - - General - - - General

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