• Data analytics is a rapidly growing field, part of which has occurred in the domain of marketing and marketing research.?
  • Data analytics involves defining problems surrounding marketing questions, such as customer relationship management, consumer behavior, customer service, pricing, sales force management, advertising, business-to-business and channels relationships.?
  • Once problems are defined, data analysts are responsible for gathering the right information (the data) to solve the problem and apply sophisticated data analytics tools to provide empirical answers.?
  • An important part of the process is to present and explain the data findings to a marketing audience. Marketing action is generally taken based on data definition, gathering, manipulation, and analysis.