A qualitative analysis of the marketing analytics literature: where would ethical issues and legality rank?

Imran Bashir Dar (), Muhammad Bashir Khan (), Abdul Zahid Khan () and Bahaudin G. Mujtaba ()
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Imran Bashir Dar: International Islamic University
Muhammad Bashir Khan: International Islamic University
Abdul Zahid Khan: International Islamic University
Bahaudin G. Mujtaba: Nova Southeastern University

Journal of Marketing Analytics, 2021, vol. 9, issue 3, No 8, 242-261

Abstract: Abstract In response to the concerns of global data-driven disruption in marketing, this qualitative study explores the issues and challenges, which could unlock the potential of marketing analytics. This might pave the way, not only for academia–practitioner gap mitigation but also for a better human-centric understanding of utilising the technologically disruptive marketing trends, rather making them a foe. The plethora of marketing issues and challenges were distilled into 45 segments, and a detailed tabulation of the significant ones has been depicted for analysis and discussion. Furthermore, the conceptually thick five literary containers were developed, by coupling the constructs as per similarity in their categorical nature and connections. The ‘ethical issues and legality’ was identified as on the top, which provided literary comprehension and managerial implication for marketing analytics conceptualisation in the fourth industrial revolution era.

Keywords: Issues and challenges; Ecosystem; Marketing analytics; Sticky culture; Ethical issues & legality; Customer engagement (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41270-021-00119-6

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