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Marketing Analytics for Customer Engagement: A Viewpoint

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  • Samala Nagaraj

    (Woxsen School of Business, India)

Abstract

Customer engagement is the buzz word in marketing discipline today. Engaging customers has never been as effective before the emergence of marketing analytics and its application. Marketing analytics coupled with social media and brand communities has given rise to improved innovative ways to engage customers across various service industries. The integration of marketing analytics with artificial intelligence (AI) has enhanced marketers understanding of customer engagement. The present article is a viewpoint on the various applications of marketing analytics for customer engagement. The present article focuses on the evolution of marketing analytics, its various models and application in various forms of customer engagement. The article highlights the future applications of analytics and concludes with the importance of marketing analytics for marketers in increasing customer engagement.

Suggested Citation

  • Samala Nagaraj, 2020. "Marketing Analytics for Customer Engagement: A Viewpoint," International Journal of Information Systems and Social Change (IJISSC), IGI Global, vol. 11(2), pages 41-55, April.
    • Handle: RePEc:igg:jissc0:v:11:y:2020:i:2:p:41-55
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJISSC.2020040104
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    Cited by:

    1. Rima H. Binsaeed & Zahid Yousaf & Adriana Grigorescu & Razvan Ion Chitescu & Abdelmohsen A. Nassani & Alina Samoila, 2023. "Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role," Sustainability, MDPI, vol. 15(12), pages 1-14, June.

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