Retail Analytics: The Quest for Actionable Insights from Big Data on Consumer Behavior and Operational Execution

47 Pages Posted: 24 Jun 2021

See all articles by Robert P. Rooderkerk

Robert P. Rooderkerk

Rotterdam School of Management, Erasmus University

Nicole DeHoratius

University of Chicago - Booth School of Business

Andres Musalem

Universidad de Chile

Date Written: June 2021

Abstract

We document the development of academic research on retail analytics and compare it with current practice. We provide a definition of retail analytics, describe its evolution, and conduct bibliometric analyses on 123 retail analytics articles published in top operations journals in the 2000-2020 period. Our work distinguishes nine different analytical decision areas as well as types of analytics used. To document the current state of retail practice, we interviewed global practitioners, asking them to highlight their transitions from basic to advanced analytics. We conclude with a roadmap advising future research on retail analytics, including a discussion of how to better facilitate the adoption of academic work in practice.

Keywords: retail operations, big data, business analytics, bibliometrics, technology

Suggested Citation

Rooderkerk, Robert P. and DeHoratius, Nicole and Musalem, Andres, Retail Analytics: The Quest for Actionable Insights from Big Data on Consumer Behavior and Operational Execution (June 2021). Chicago Booth Research Paper No. 21-18, Available at SSRN: https://ssrn.com/abstract=3867484 or http://dx.doi.org/10.2139/ssrn.3867484

Robert P. Rooderkerk

Rotterdam School of Management, Erasmus University ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

HOME PAGE: http://www.rsm.nl/people/robert-rooderkerk/

Nicole DeHoratius (Contact Author)

University of Chicago - Booth School of Business ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States

Andres Musalem

Universidad de Chile ( email )

Beauchef 851
Santiago
Chile

HOME PAGE: http://www.dii.uchile.cl/~amusalem

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