Abstract
The purpose of this special issue is to encourage the emerging role of analytics in marketing and public policy research. We draw attention to a multitude of comprehensive data sources and analytical techniques that tackle important public policy and marketing issues. We highlight six key domains that provide fruitful avenues for such pursuit: retail analytics, social media analytics, marketing mix analytics, services including healthcare, nonprofits and politics, and artificial intelligence and robotics. We also offer an overview of the various articles and commentaries that are included in this special issue, and we encourage future research building on the underlying analytics approaches, substantive findings, and theoretical discoveries.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
