ABSTRACT
This chapter illustrates the evolving development and use of marketing information in the digital era. It provides a theoretical context and recommends a different, more human lens for thinking about and acting on marketing information. The chapter discusses the advancements in data access and analytics, commercial marketing research and the science of consumer behavior to accelerate the wise development and sustainable use of digital marketing information. Other subsectors of the MarTech industry also struggle to effectively capitalize on the promise of delivering a personalized consumer experience. The concept of marketing information ecology suggests that consumers and marketing, with all its constituent components and stakeholders, are inhabitants of one ecosystem. Market researchers today find themselves at the intersection of data from multiple sources, capturing different aspects of consumer behavior in the marketing information ecosystem. Consumer behavior research is beginning to show how brand interacts with targeting and personalization to influence behavior.
