# The state of marketing analytics in research and practice

**Type:** Papers  
**Canonical URL:** https://scholariq.org/papers/the-state-of-marketing-analytics-in-research-and-practice/

## Facts

| Field | Value |
| --- | --- |
| Author Names | Dawn Iacobucci,Maria Petrescu,Anjala S. Krishen,Michael Bendixen |
| Citations | 114 |
| DOI | 10.1057/s41270-019-00059-2 |
| Fields | Business, Management and Accounting,Social Sciences |
| Open Access | false |
| OA Status | closed |
| OpenAlex ID | https://openalex.org/W2964728133 |
| Type | article |
| Year | 2019 |

## Paper authors

- [Maria Petrescu](https://scholariq.org/researchers/maria-petrescu/)

## Paper primary topic

- [Big Data and Business Intelligence](https://scholariq.org/topics/big-data-and-business-intelligence/)

## Paper topics

- [Big Data and Business Intelligence](https://scholariq.org/topics/big-data-and-business-intelligence/)
- [Customer churn and segmentation](https://scholariq.org/topics/customer-churn-and-segmentation/)
- [Digital Marketing and Social Media](https://scholariq.org/topics/digital-marketing-and-social-media/)

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Source: ScholarIQ — public research metadata, principally OpenAlex. See https://scholariq.org/sources/ for provenance and https://scholariq.org/methodology/ for what these figures mean.