Marketing analytics: The bridge between customer psychology and marketing decision-making

As modern marketing environments become increasingly data-intensive, the role of marketing analytics in illuminating the dynamics of customer psychology to inform marketing decision-making becomes critical. This study conducts a systematic literature review using a bibliometric analysis of 122 studies identified and retrieved from Scopus, focusing on the expansive domain of marketing analytics. Our review serves as a conduit binding the fragmented past, present, and future of marketing analytics, presenting an organized framework that highlights the characteristic theoretical underpinnings associated with it. Beyond offering a panoramic perspective of key resources-encompassing journals, authors, countries/territories, and institutions-we delve deeply into predominant themes in marketing analytics. These themes underscore its vital applications, from decision-making, forecasting, and capability building, to understanding customer journeys and gaining a competitive edge. Central to our discourse is the study's implication, emphasizing marketing analytics as a bridge to a more informed grasp of customer psychology in today's customer-centric, data-driven environment. Through this lens, marketing analytics becomes a potent tool to capture psychological nuances, uncovering facets that might be bypassed by traditional marketing, thereby empowering enriched decision-making in modern marketing strategies.