Marketing Analytics and Consumer Behavior: A Systematic Literature Review for Future Research Agenda

This literature review examines the relationship between marketing analytics and consumer behavior. It explores how marketers utilize various analytical techniques to gain insights into consumer preferences, purchase patterns, and decision-making processes. The paper used structured literature review for this paper. The review identifies key studies, frameworks, and methodologies that have contributed to understanding the impact of marketing analytics on consumer behavior. The findings highlight the significant role of analytics in enhancing marketing strategies and improving customer engagement. Moreover, the review discusses the challenges and ethical considerations associated with the use of consumer data in marketing analytics. Overall, this paper provides a comprehensive overview of the existing literature on marketing analytics and consumer behavior, offering insights for future research and practice.