Marketing analytics

Now that digital marketing is becoming the preferred medium for the industry, a major research field is dedicated to the analysis of the potentially vast amounts of digital data associated with all aspects of the marketing process.  

 

Key Marketing researchers:

 

Key publications:

Chan, K., & Uncles, M. (2022). Digital Media Consumption: using metrics, patterns and dashboards to enhance data-driven decision-making, Journal of Consumer Behaviour, 21(1), 80-91. https://doi.org/10.1002/cb.1994

Eckert, C., & Hohberger, J. (2023). Addressing Endogeneity Without Instrumental Variables: An Evaluation of the Gaussian Copula Approach for Management Research, Journal of Management, 49(4), 1460–1495. https://doi.org/10.1177/01492063221085913.

Eckert, C., van Heerde, H.J., Wetzel, H.A., & Hattula, S. (2022). Spotlight personnel: How hiring and turnover drive service performance versus demand, Journal of Marketing Research, https://journals.sagepub.com/doi/10.1177/00222437211068049.

Golder, P.N., Dekimpe, M.G., An, J.T., van Heerde, H.J., Kim, D.S.U., & Alba, J.W. (2022). Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation, Journal of Marketing, https://journals.sagepub.com/doi/abs/10.1177/00222429221129200.

Healey, J., & Mintz, O. (2021). What if your owners also own other firms in your industry? The relationship between institutional common ownership, marketing, and firm performance, International Journal of Research in Marketing,  38(4), 838-856, https://doi.org/10.1016/j.ijresmar.2021.05.003

Lu, S.Q., Singh, S., & de Roos, N (2023). Effects of online and offline advertising and their synergy on direct telephone sales, Journal of Retailing. https://doi.org/10.1016/j.jretai.2023.06.001

Mintz, O., Currim, I., & Deshpande, R. (2023). National customer orientation: an empirical test across 112 countries, Marketing Letters, 34, 89–204. https://link.springer.com/article/10.1007/s11002-023-09668-5

Mintz, O., Gilbride, T.J., Currim, I.S., & Lenk, P. (2021). The Right Metrics for Marketing-Mix Decisions. International Journal of Research in Marketing, 38(1), 32-49. https://doi.org/10.1016/j.ijresmar.2020.08.003

Mintz, O., Currim, I.S., Steenkamp, J-B.E.M., & de Jong, M.  (2019). Managerial metric use in marketing decisions across 16 countries: A cultural perspective.  Journal of International Business Studies.  published online https://doi.org/10.1057/s41267-019-00259-z

Mintz, O., & Lilien, G.L. (2024). Should B2B start-ups invest in marketing?, Industrial Marketing Management, 117 (February), 220-237. https://doi.org/10.1016/j.indmarman.2024.01.003

 

 

 

 

Acknowledgement of Country

UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.