We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

The Two Stars of Marketing Analytics: Automated and Directed Systems*
The two stars of marketing analytics: Automated and directed systems
Arvind Rangaswamy
Abstract

Every firm, it seems, is deploying at least rudimentary forms of marketing analytics (e.g., Google Analytics). But what does it take for a firm to become truly analytics-driven? I distinguish between two different types of marketing analytics: automated and directed analytics. There is currently strong interest within firms to deploy systems for doing automated analytics, such as creating real-time dashboards, using ‘big data’. However, focusing primarily on automated analytics will lead firms to become data-driven, not necessarily analytics-driven. To become analytics-driven, a firm should also work on instilling and nurturing an analytics culture that encourages the use of directed analytics ...

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