Marketing analytics stages: Demystifying and deploying machine learning

Abstract

Organisations that develop analytical capabilities can leverage advanced data platforms and cloud-based solutions; they may also experiment with sophisticated machine learning algorithms. But when business analysts or data scientists fail to bridge the gaps among data, analytics, and decision-making, it might imply a premature implementation of complex data analytics. This article aims to derive clear guidelines from management literature to formulate a stepwise approach for deploying marketing analytics with increasing levels of complexity. Furthermore, we demystify the relevant jargon.