Antecedents and Outcomes of Marketing Analytics: Evidence from UK Firms.
Guangming CaoYanqing DuanAlia El BannaPublished in: AMCIS (2017)
Keyphrases
- data mining
- predictive modeling
- potential customers
- social media
- success stories
- learning analytics
- website
- information technology
- competitive advantage
- financial services
- customer relationship management
- competitive environment
- empirical evidence
- case study
- business decisions
- decision making
- service quality
- business intelligence
- database marketing
- marketing strategies
- data management
- long term
- data analysis
- web services
- purchasing behavior