Future Development of Customer Analytics in Marketing

Autoři

  • Dijana Ćosić EOS Matrix d.o.o., Croatia

Klíčová slova:

customer analytics, marketing, development, technology

Abstrakt

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.

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Reference

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Bulygo, Z., (2013), “How Netflix Uses Analytics to Select Movies, Create Content, and Make Multimillion Dollar Decisions”, available at: https://blog.kissmetrics.com/how-netflix-uses-analytics/ (5/15/2016).

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Stahování

Publikováno

2016-10-31

Jak citovat

Ćosić, D. (2016). Future Development of Customer Analytics in Marketing. ENTRENOVA - ENTerprise REsearch InNOVAtion, 2(1), 285–292. Získáno z https://hrcak.srce.hr/ojs/index.php/entrenova/article/view/14226

Číslo

Sekce

Business Administration & Business Economics, Marketing, Accounting