ABSTRACT
This chapter begins the evolution of marketing analytics followed by some of the existing definitions, highlighting their necessity and importance. It covers the application areas of marketing analytics, as well as the opportunities and challenges associated with marketing analytics and the conclusion. Marketing analytics can be traced back to the late 1950s and early 1960s when numerous market research businesses made their household panel data available to academic academics. Marketing analytics is getting more popular among various business enterprises in the digitalized corporate environment of the twentyfirst century. Analytically mature business entities, according to Ransbotham and Kiron make effective usage of data and information from many sources. Successful marketing campaigns in the twenty-first century demand a holistic approach to the entire process, from customer acquisition to lifetime value. Despite its relative infancy in the marketing industry, market analytics has the power to transform many elements of marketing.
