Future Development of Customer Analytics in Marketing

8 Pages Posted: 20 Nov 2018

Date Written: September 8, 2016


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.

Keywords: customer analytics, marketing, development, technology

JEL Classification: M3, C00

Suggested Citation

Ćosić, Dijana, Future Development of Customer Analytics in Marketing (September 8, 2016). 2016 ENTRENOVA Conference Proceedings. Available at SSRN: https://ssrn.com/abstract=3282303

Dijana Ćosić (Contact Author)

EOS Matrix d.o.o. ( email )


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