Submitting Campus

Worldwide

Department

Business Administration

Document Type

Article

Publication/Presentation Date

10-28-2024

Abstract/Description

The field of marketing (and business) analytics has been developing significantly during the last decade, especially with regard to new (generative) AI technologies. A reflection of this rapid evolution can be seen by the strong presence of analytics-related topics in prominent marketing conferences of 2024. Some of the key themes appearing in the 2024 marketing conferences in relation to marketing analytics include AI integration, consumer engagement, data-driven decision-making, and ethical aspects, as reflected in Fig. 1 and discussed below.

Publication Title

Journal of Marketing Analytics

DOI

https://doi.org/10.1057/s41270-024-00357-4

Publisher

Palgrave Macmillan Ltd.

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