Cited by 59Consumer Market Behavior and PricingConsumer Retail Behavior StudiesDigital Marketing and Social Media

Marketing analytics using anonymized and fragmented tracking data

Kakatkar, Chinmay, Spann, Martin·2019·International Journal of Research in Marketing

Integrity signals

Registry

Crossref · 10.1016/j.ijresmar.2018.10.001

Cites

64 of 64 references verified0 citation errors · 0 not checkable

Statistics

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Claims the paper makes

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Claims other papers make about this one

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  • Companies will adapt to the latest regulation changes and improve on collecting and analyzing anonymized data.

    “However, we believe that companies will adapt to the latest regulation changes (e.g., GDPR in Europe, CCPA in California) and improve on collecting and analyzing anonymized data (Kakatkar and Spann 2018).”

    From The future of social media in marketing (2020) · cites this paper as Kakatkar and Spann 2018

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Authors
Kakatkar, C., & Spann, M.
Affiliations
Ludwig-Maximilians-Universität München (DE)
Corresponding author
Spann, Martin
Venue
International Journal of Research in Marketing
Publisher
Elsevier BV
Published
2019-03
Volume
36
Issue
1
Pages
117-136
ISSN
0167-8116 (ISSN-L)
OpenAlex
W2898983791
Cited by
59
References
67
Citations by year
2026: 5 · 2025: 10 · 2024: 9 · 2023: 6 · 2022: 6 · 2021: 7 · 2020: 11 · 2019: 4 · 2017: 1
FWCI
9.84
Type
journal article
Language
en
Open access
closed
Locations
  • International Journal of Research in Marketing (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
marketing analytics, consumer behavior, retail trade, data privacy, individual heterogeneity, clickstream data, field experiments

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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

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