Marketing analytics using anonymized and fragmented tracking data
Integrity signals
Registry
Cites
Statistics
Claims the paper makes
Claims other papers make about this one
Each is checked against this paper’s own text: does it say what the citing paper says it does?
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
Cites
SMOTE synthetic minority over-sampling technique
Chawla, N. V., Bowyer, K. W., Hall, L. O., & Kegelmeyer, W. P. (2002) · Journal of Artificial Intelligence Research · doi:10.1613/jair.953 · Cited by 32,865 · see citing works
Fast unfolding of communities in large networks
Blondel, V. D., Guillaume, J.-L., Lambiotte, R., & Lefebvre, E. (2008) · Journal of Statistical Mechanics: Theory and Experiment · doi:10.1088/1742-5468/2008/10/p10008 · Cited by 21,424 · see citing works
Specification Tests in Econometrics
Hausman, J. A. (1978) · Econometrica · doi:10.2307/1913827 · Cited by 18,820 · see citing works
Introductory Econometrics: A Modern Approach
Wooldridge, J. M. (1999) · Cited by 14,354 · see citing works
Gephi: An Open Source Software for Exploring and Manipulating Networks
Bastian, M., Heymann, S., & Jacomy, M. (2009) · Proceedings of the International AAAI Conference on Web and Social Media · doi:10.1609/icwsm.v3i1.13937 · Cited by 11,675 · see citing works
Newman, M. (2010) · doi:10.1093/acprof:oso/9780199206650.001.0001 · Cited by 6,595 · see citing works
Network Analysis in the Social Sciences
Borgatti, S. P., Mehra, A., Brass, D. J., & Labianca, G. (2009) · Science · doi:10.1126/science.1165821 · Cited by 4,280 · see citing works
Esmark, K., Orning, H. J., & Hermanson, L. (2011) · Choice Reviews Online · doi:10.5860/choice.48-3328 · Cited by 2,950 · see citing works
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002) · Journal of Marketing · doi:10.1509/jmkg.66.2.120.18470 · Cited by 2,257 · see citing works
Krishna, A. (2011) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2011.08.003 · Cited by 1,768 · see citing works
Big Data: New Tricks for Econometrics
Varian, H. R. (2014) · The Journal of Economic Perspectives · doi:10.1257/jep.28.2.3 · Cited by 1,588 · see citing works
Marketing Analytics for Data-Rich Environments
Wedel, M., & Kannan, P. K. (2016) · Journal of Marketing · doi:10.1509/jm.15.0413 · Cited by 1,261 · see citing works
Awad, N. F., & Krishnan, M. S. (2006) · MIS Quarterly · doi:10.2307/25148715 · Cited by 1,252 · see citing works
Handbook of consumer psychology
Snyder, M., Stukas, A. A., & Clary, E. G. (2008) · Cited by 1,214 · see citing works
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017) · Journal of Retailing · doi:10.1016/j.jretai.2016.12.008 · Cited by 1,195 · see citing works
The Data Warehouse Toolkit: The Complete Guide to Dimensional Modeling
Kimball, R., & Ross, M. (1996) · Thammasat University Digital Collections · Cited by 1,177 · see citing works
Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015) · Journal of Retailing · doi:10.1016/j.jretai.2014.09.005 · Cited by 868 · see citing works
Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.6.1 · Cited by 815 · see citing works
A study of retrospective and on-line event detection
Yang, Y., Pierce, T., & Carbonell, J. (1998) · International ACM SIGIR Conference on Research and Development in Information Retrieval (SIGIR) · doi:10.1145/290941.290953 · Cited by 732 · see citing works
When Should a Retailer Create an Exciting Store Environment?
Kaltcheva, V. D., & Weitz, B. A. (2005) · Journal of Marketing · doi:10.1509/jmkg.2006.70.1.107 · Cited by 691 · see citing works
An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets
Ghose, A., & Yang, S. (2009) · Management Science · doi:10.1287/mnsc.1090.1054 · Cited by 684 · see citing works
Inman, J. J., & Nikolova, H. D. (2017) · Journal of Retailing · doi:10.1016/j.jretai.2016.12.006 · Cited by 612 · see citing works
Singh, S. N. (2006) · Management Decision · doi:10.1108/00251740610673332 · Cited by 598 · see citing works
Modeling Online Browsing and Path Analysis Using Clickstream Data
Montgomery, A. L., Li, S., Srinivasan, K., & Liechty, J. (2004) · Marketing Science · doi:10.1287/mksc.1040.0073 · Cited by 540 · see citing works
Economics in the age of big data
Liran Einav, B., & Levin, J. (2014) · Science · doi:10.1126/science.1243089 · Cited by 530 · see citing works
The Role of Big Data and Predictive Analytics in Retailing
Bradlow, E. T., Gangwar, M., Kopalle, P., & Voleti, S. (2017) · Journal of Retailing · doi:10.1016/j.jretai.2016.12.004 · Cited by 516 · see citing works
Event detection from time series data
Guralnik, V., & Srivastava, J. (1999) · ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD) · doi:10.1145/312129.312190 · Cited by 480 · see citing works
Innovations in Shopper Marketing: Current Insights and Future Research Issues
Shankar, V., Inman, J. J., Mantrala, M. K., Kelley, J. E., & Rizley, R. (2011) · Journal of Retailing · doi:10.1016/j.jretai.2011.04.007 · Cited by 442 · see citing works
An exploratory look at supermarket shopping paths
Larson, J., Bradlow, E. T., & Fader, P. S. (2005) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2005.09.005 · Cited by 396 · see citing works
When Should a Retailer Create an Exciting Store Environment?
Kaltcheva, V. D., & Weitz, B. A. (2006) · Journal of Marketing · doi:10.1509/jmkg.70.1.107.qxd · Cited by 350 · see citing works
Hui, S. K., Inman, J. J., Huang, Y., & Suher, J. (2013) · Journal of Marketing · doi:10.1509/jm.11.0436 · Cited by 348 · see citing works
The influence of tactile input on the evaluation of retail product offerings
Grohmann, B., Spangenberg, E. R., & Sprott, D. E. (2007) · Journal of Retailing · doi:10.1016/j.jretai.2006.09.001 · Cited by 303 · see citing works
Luo, X., Andrews, M., Fang, Z., & Phang, C. W. (2013) · Management Science · doi:10.1287/mnsc.2013.1836 · Cited by 301 · see citing works
Positive Consumer Contagion: Responses to Attractive Others in a Retail Context
Argo, J., Dahl, D. W., & Morales, A. C. (2008) · Journal of Marketing Research · doi:10.1509/jmkr.45.6.690 · Cited by 289 · see citing works
Path Analysis of Buyer Behavior under Conditions of Crowding
Harrell, G. D., Hutt, M. D., & Anderson, J. C. (1980) · Journal of Marketing Research · doi:10.1177/002224378001700105 · Cited by 286 · see citing works
Modeling Purchase Behavior at an E-Commerce Web Site: A Task-Completion Approach
Sismeiro, C., & Bucklin, R. E. (2004) · Journal of Marketing Research · doi:10.1509/jmkr.41.3.306.35985 · Cited by 284 · see citing works
The Effect of Examining Actual Products or Product Descriptions on Consumer Preference
McCabe, D. B., & Nowlis, S. M. (2003) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1304_10 · Cited by 284 · see citing works
Consumer Contamination: How Consumers React to Products Touched by Others
Argo, J., Dahl, D. W., & Morales, A. C. (2006) · Journal of Marketing · doi:10.1509/jmkg.70.2.81 · Cited by 259 · see citing works
Kukar-Kinney, M., Ridgway, N. M., & Monroe, K. (2009) · Journal of Retailing · doi:10.1016/j.jretai.2009.05.002 · Cited by 250 · see citing works
Click Here for Internet Insight: Advances in Clickstream Data Analysis in Marketing
Bucklin, R. E., & Sismeiro, C. (2009) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2008.10.004 · Cited by 241 · see citing works
Path Data in Marketing: An Integrative Framework and Prospectus for Model Building
Hui, S. K., Fader, P., & Bradlow, E. T. (2009) · Marketing science (Providence, R.I.) · doi:10.1287/mksc.1080.0400 · Cited by 205 · see citing works
How consumers perceive product appearance: The identification of three product appearance attributes
Blijlevens, J., Creusen, M. E. H., & Schoormans, J. P. L. (2009) · Swinburne figshare (Swinburne University of Technology) · Cited by 153 · see citing works
Ilfeld, J. S., & Winer, R. S. (2002) · Journal of Advertising Research · doi:10.2501/jar-42-5-49-61 · Cited by 139 · see citing works
Hui, S. K., Huang, Y., Suher, J., & Inman, J. J. (2013) · Journal of Marketing Research · doi:10.1509/jmr.12.0065 · Cited by 136 · see citing works
Block Me If You Can: A Large-Scale Study of Tracker-Blocking Tools
Merzdovnik, G., Huber, M., Buhov, D., Nikiforakis, N., Neuner, S., Schmiedecker, M., & Weippl, E. R. (2017) · IEEE European Symposium on Security and Privacy · doi:10.1109/eurosp.2017.26 · Cited by 134 · see citing works
Hui, S. K., Fader, P. S., & Bradlow, E. T. (2008) · Marketing Science · doi:10.1287/mksc.1080.0402 · Cited by 119 · see citing works
Internet of Things: security and privacy implications
Maras, M. (2015) · International Data Privacy Law · doi:10.1093/idpl/ipv004 · Cited by 108 · see citing works
Proceedings of the Seventeenth International Conference on Artificial Intelligence and Statistics
Kivinen, J., Williams, C., & Heess, N. (2014) · Cited by 93 · see citing works
Banner advertising: Measuring effectiveness and optimizing placement
Sherman, L., & Deighton, J. (2001) · Journal of Interactive Marketing · doi:10.1002/dir.1011 · Cited by 92 · see citing works
Spatio-Temporal-Thematic Analysis of Citizen Sensor Data: Challenges and Experiences
Nagarajan, M., Gomadam, K., Sheth, A., Ranabahu, A., Mutharaju, R., & Jadhav, A. (2009) · Lecture notes in computer science · doi:10.1007/978-3-642-04409-0_52 · Cited by 91 · see citing works
The location and allocation of products and product families on retail shelves
Russell, R. A., & Urban, T. L. (2008) · Annals of Operations Research · doi:10.1007/s10479-008-0450-y · Cited by 54 · see citing works
A graph-theoretic approach to extract storylines from search results
Kumar, R., Mahadevan, U., & Sivakumar, D. (2004) · ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD) · doi:10.1145/1014052.1014078 · Cited by 54 · see citing works
The digital future – A challenge for privacy?
Weber, R. H. (2015) · Computer law & security review · doi:10.1016/j.clsr.2015.01.003 · Cited by 53 · see citing works
Prediction in Economic Networks
Dhar, V., Geva, T., Oestreicher-Singer, G., & Sundararajan, A. (2014) · Information Systems Research · doi:10.1287/isre.2013.0510 · Cited by 52 · see citing works
The Third Wave of Marketing Intelligence
Burke, R. R. (2009) · Springer eBooks · doi:10.1007/978-3-540-72003-4_10 · Cited by 42 · see citing works
Measuring the Effectiveness of Location-Based Pull Advertising: A Randomized Field ExperimentPreprint
Molitor, D., Reichhart, P., Spann, M., & Ghose, A. (2015) · SSRN Electronic Journal · doi:10.2139/ssrn.2645281 · Cited by 36 · see citing works
Self-citationSensory Factors and Consumer Behavior
Peck, J., & Childers, T. L. (2007) · Cited by 30 · see citing works
Validating Bluetooth logging as metric for shopper behaviour studies
Phua, P., Page, B., & Bogomolova, S. (2014) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2014.10.009 · Cited by 29 · see citing works
The Future of Ad Blocking: An Analytical Framework and New TechniquesPreprint
Storey, G., Reisman, D., Mayer, J. R., & Narayanan, A. (2017) · arXiv (Cornell University) · doi:10.48550/arxiv.1705.08568 · Cited by 26 · see citing works
(1927) · American Journal of Potato Research · doi:10.1007/bf02884295 · Cited by 9 · see citing works
A Statistical Model for Event Sequence Data.
Heins, K., & Stern, H. S. (2014) · PubMed · Cited by 4 · see citing works
Flagged first, then by citations
3 of the 67 references couldn’t be matched to a known paper.
Cited by
Sorted by citations
The future of social media in marketing
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00695-1 · Cited by 1,893 · see citing works
“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) .”
BackgroundMachine learning and AI in marketing–Connecting computing power to human insights
Ma, L., & Sun, B. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.04.005 · Cited by 602 · see citing works
Digital Analytics: Modeling for Insights and New Methods
Gupta, S., Leszkiewicz, A., Kumar, V., Bijmolt, T. H. A., & Potapov, D. B. (2020) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2020.04.003 · Cited by 277 · see citing works
“Furthermore, even with stronger privacy regulations and customers' growing need for data protection, the anonymized and fragmented event data sources can be can be merged and approximate individual-level heterogeneity (Kakatkar & Spann, 2019).”
BackgroundInnovation analytics: Leveraging artificial intelligence in the innovation process
Kakatkar, C., Bilgram, V., & Füller, J. (2019) · Business Horizons · doi:10.1016/j.bushor.2019.10.006 · Cited by 217 · see citing works
Self-citationPrivacy threats with retail technologies: A consumer perspective
Pizzi, G., & Scarpi, D. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2020.102160 · Cited by 124 · see citing works
A retrospective review of the first 35 years of the International Journal of Research in Marketing
Donthu, N., Reinartz, W., Kumar, S., & Pattnaik, D. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.10.006 · Cited by 115 · see citing works
Cookie Banners and Privacy Policies: Measuring the Impact of the GDPR on the Web
Kretschmer, M., Pennekamp, J., & Wehrle, K. (2021) · ACM Transactions on the Web · doi:10.1145/3466722 · Cited by 95 · see citing works
“Beyond being able to reconstruct significant parts of individuals’ browsing history by use of such data [83], even more sensitive information, such as religion, political attitude, and sexual orientation, may be inferred by processing it [20, 108] using, e.g., complex statistical analysis.”
Analytics Capability in Marketing Education: A Practice-Informed Model
Kurtzke, S., & Setkute, J. (2021) · Journal of Marketing Education · doi:10.1177/02734753211042404 · Cited by 52 · see citing works
“This may be because the collection and analysis of unstructured big data is fundamentally different to the structured data sets of classical marketing research (Kakatkar & Spann, 2019).”
MethodTupikovskaja-Omovie, Z., & Tyler, D. (2020) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102294 · Cited by 45 · see citing works
The internet of everything: implications of marketing analytics from a consumer policy perspective
Petrescu, M., Krishen, A. S., & Bui, M. (2020) · Journal of Consumer Marketing · doi:10.1108/jcm-02-2019-3080 · Cited by 41 · see citing works
Semeradova, T., & Weinlich, P. (2019) · IEEE Access · doi:10.1109/access.2019.2948401 · Cited by 39 · see citing works
“Therefore, scholars and advertisers have looked for new approaches to interpret online marketing data in the business context of the company [25,26,27].”
BackgroundThe Impact of Artificial Intelligence Use on the E-Commerce in Romania
Micu, A., Micu, A., Geru, M., Căpățînă, A., & Muntean, M. (2021) · Amfiteatru Economic · doi:10.24818/ea/2021/56/137 · Cited by 39 · see citing works
“Most of the time, these software tools have only a one-way approach, being used as support for the end customer, without focusing on what data is relevant or what marketing analyses can be leveraged in customer interaction (Kakatkar and Spann, 2019).”
BackgroundThe Usage of Artificial Intelligence in Digital Marketing: A Review
Hassan, A. (2021) · Studies in computational intelligence · doi:10.1007/978-3-030-72080-3_20 · Cited by 35 · see citing works
Can data analytics raise marketing agility?-A sense-and-respond perspective
Tarn, D. D. C., & Wang, J. (2022) · Information & Management · doi:10.1016/j.im.2022.103743 · Cited by 31 · see citing works
Economic consequences of online tracking restrictions: Evidence from cookies
Miller, K. M., & Skiera, B. (2023) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2023.10.001 · Cited by 30 · see citing works
Refocusing loyalty programs in the era of big data: a societal lens paradigm
Stourm, V., Neslin, S. A., Bradlow, E. T., Breugelmans, E., Chun, S. Y., Gardete, P. M., Kannan, P. K., Kopalle, P. K., Park, Y.-H., Amariles, D. R., et al. (2020) · Marketing Letters · doi:10.1007/s11002-020-09523-x · Cited by 30 · see citing works
Tripathi, A., Bagga, T., Sharma, S., & Vishnoi, S. K. (2021) · International Conference on Cloud Computing, Data Science & Engineering (Confluence) · doi:10.1109/confluence51648.2021.9377156 · Cited by 29 · see citing works
“Measure results with the following Data-Driven Marketing capabilities: 1) Tracking : Data-driven marketing helps companies in measuring customer engagement and customer behavior of every individual campaign [32].”
BackgroundMarketing 4.0 analytics in the B2B sector: a state-of-the-art review and integrated framework
Mahdiraji, H. A., Arabi, H. S., & Vrontis, D. (2023) · Journal of Strategic Marketing · doi:10.1080/0965254x.2023.2273501 · Cited by 18 · see citing works
Two Decades of Research on Consumer Behaviour and Analytics
Jayawardena, N. S., Behl, A., Ross, M., Quach, S., Thaichon, P., Pereira, V. E., Nigam, A., & Le, T. T. (2022) · Journal of Global Information Management · doi:10.4018/jgim.313381 · Cited by 18 · see citing works
“Several scholars identified the importance of maintaining a quality database in their organizations (Ibrahim & Wang, 2019; Kakatkar & Spann, 2019; Li et al., 2020; Maheshwari et al., 2020; Silva et al., 2019).”
BackgroundXu, S., Tang, H., & Huang, Y. (2023) · Industrial Management & Data Systems · doi:10.1108/imds-07-2022-0436 · Cited by 17 · see citing works
Knof, M., Stock‐Homburg, R., & Schurer, J. (2023) · The International Review of Retail Distribution and Consumer Research · doi:10.1080/09593969.2023.2273256 · Cited by 16 · see citing works
“The study from Kakatkar and Spann (2019) was the only reviewed study that used distance sensors.”
BackgroundMethodTwum, K. K., & Yalley, A. A. (2024) · Journal of Science and Technology Policy Management · doi:10.1108/jstpm-01-2022-0001 · Cited by 16 · see citing works
Modi, N., & Singh, J. (2024) · Multimedia Tools and Applications · doi:10.1007/s11042-024-18715-w · Cited by 13 · see citing works
“The competitive global environment underscores the significance of acquiring new customers and expanding market share while retaining existing ones [4].”
Mueller, S., Taylor, C., & Mueller, B. (2022) · Media and Change Management · doi:10.1007/978-3-030-86680-8_15 · Cited by 6 · see citing works
The Impact of User-Generated Marketing on Creating Greater Audience Connections and Brand Loyalty
Gabelaia, I., & McElroy, J. W. (2024) · Lecture notes in networks and systems · doi:10.1007/978-3-031-53598-7_35 · Cited by 8 · see citing works
Entrepreneurial performance and marketing analytics: the role of new product innovation
Lin, F., & Eng, T. (2024) · Journal of Small Business and Enterprise Development · doi:10.1108/jsbed-06-2023-0253 · Cited by 8 · see citing works
Parameshwarappa, P., Chen, Z., & Koru, G. (2020) · International Journal of Information Security and Privacy · doi:10.4018/ijisp.2020070105 · Cited by 7 · see citing works
IMPROVING THE QUALITY OF MARKETING ANALYTICS SYSTEMS
Osaysa, E. K. (2022) · International Journal for Quality Research · doi:10.24874/ijqr16.01-08 · Cited by 7 · see citing works
Tupikovskaja-Omovie, Z. (2022) · Fashion Practice · doi:10.1080/17569370.2022.2129466 · Cited by 5 · see citing works
Marketing Analytics and Consumer Behavior: A Systematic Literature Review for Future Research Agenda
Mahajan, Y., Mahajan, V., & Kapse, M. (2024) · Springer eBooks · doi:10.1007/978-981-97-2902-9_7 · Cited by 4 · see citing works
Economic Damage of Cookie Lifetime RestrictionsPreprint
Miller, K. M., & Skiera, B. (2017) · SSRN Electronic Journal · doi:10.2139/ssrn.3046254 · Cited by 4 · see citing works
Yao, Y., Geng, S., Chen, J., Shen, F., & Tang, H. (2025) · Mathematics · doi:10.3390/math13060965 · Cited by 3 · see citing works
Beeler, L. L., Mullins, R. R., & Habel, J. (2026) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-025-01140-2 · Cited by 2 · see citing works
“As turnover does not occur for the majority of our respondents, the data is unbalanced and may suffer from low model performance (Kakatkar & Spann, 2019).”
Shared analytical capabilities in business networks
Penttinen, V., & Frösén, J. (2022) · Industrial Marketing Management · doi:10.1016/j.indmarman.2022.08.018 · Cited by 3 · see citing works
Alkhowaiter, W. A. (2023) · Journal of the Knowledge Economy · doi:10.1007/s13132-023-01383-w · Cited by 2 · see citing works
RetractedInternet of Everything in the Realm of Sustainable Marketing Post COVID-19
Poddar, B., Sethia, H., Jadon, A., & Azhar, M. (2024) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/979-8-3693-1339-8.ch007 · Cited by 2 · see citing works
Big data or big brother: When is recontacting the digital customer OK?
Bai, Y., Wang, Y., & Ren, X. (2025) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-025-01101-9 · Cited by 1 · see citing works
“4 The recorded data typically consist of various observable actions (see Web Appendix C ) carried out by an individual user over time (Kakatkar & Spann, 2019).”
Acciones para inducir las compras en el comportamiento de los consumidores de la tienda Giorgio G.
Ayala, A. D. V., González, J. C. V., & Martínez, S. E. V. (2021) · Horizontes de la Contaduría en las Ciencias Sociales · doi:10.25009/hccs.v0i11.15 · Cited by 1 · see citing works
“…Vélez, J.C. & Villeda, S.E. Acciones para inducir las compras en el comportamiento de los consumidores de la tienda GIORGIO G 118 2016) citado por (Kakatkar & Spann, 2018), pues en el contexto de venta al por menor, los consumidores pueden tomar señales del ambiente de la tienda para hacer…”
BackgroundA Multi-level Clustering Approach for Anonymizing Large-Scale Physical Activity DataPreprint
Parameshwarappa, P., Chen, Z., & Koru, G. (2019) · arXiv (Cornell University) · doi:10.13016/m2xhkr-8arv · Cited by 1 · see citing works
Use of customer satisfaction survey in analytical marketing of a research institute
Dulewski, M., & Jonek-Kowalska, I. (2020) · Scientific Papers of Silesian University of Technology Organization and Management Series · doi:10.29119/1641-3466.2020.148.8
Parameshwarappa, P., Chen, Z., & Koru, G. (2021) · IGI Global eBooks · doi:10.4018/978-1-7998-8954-0.ch032
Use of customer satisfaction survey in analytical marketing of a research institute
Dulewski, M., & Jonek-Kowalska, I. (2020) · Scientific Papers of Silesian University of Technology Organization and Management Series · doi:10.29119/1641-3466.2020.145.6
On the Transition from Traditional Retail to Cloud-Supported E-Commerce: A Design Science Project
Daase, C., Volk, M., Staegemann, D. G., & Turowski, K. (2024) · Lecture notes in business information processing · doi:10.1007/978-3-031-64755-0_9
Revisión sistemática de literatura sobre capacidades de analítica del cliente
Maya-Restrepo, M. A., Rave, J. I. P., & Echavarría, F. G. (2024) · Cuadernos de Administración · doi:10.25100/cdea.v40i79.13472
ابراهيم, أ. م. س. ع., & سليمان, ه. س. (2024) · Al-Maǧallaẗ Al-Akādīmiyyaẗ Lil Buḥūṯ Al-Tiğāriyyaẗ Al-Muʿāṣiraẗ · doi:10.21608/ajcjc.2024.279783.1143
Enhancing Marketing Analytics in Online Retailing through Machine Learning Classification Techniques
Narra, B., Vattikonda, N., Buddula, V. K. R., & Patchipulusu, H. H. S. (2025) · International Journal of Advanced Research in IT and Engineering · doi:10.63665/ijarite.v10i08.01
The Impact of Data-Driven Marketing on Decision-Making: Tools and Challenges
Mansiel, I., Remondes, J., Reis, J. L., de Lima, A. P., & Teixeira, S. (2025) · Smart innovation, systems and technologies · doi:10.1007/978-981-96-3081-3_28
Using Social Network Analysis to Analyze Eye-Tracking Behavior Data in Education Science
Yang, P. (2025) · Lecture notes in social networks · doi:10.1007/978-3-031-85240-4_3
More Expert-Like Eye Gaze Movement Patterns are Related to Better X-ray Reading
Yang, P., Cromley, J. G., & Diesner, J. (2025) · Lecture notes in computer science · doi:10.1007/978-3-031-98414-3_28
“Following existing research, we selected degree centrality [10], betweenness centrality [23], closeness centrality [23], eigenvector centrality [36], and pagerank centrality [25].”
Online Consumer Manipulation: A Law and Economics Analysis of Personalized Advertising
van Heusden, A. J. (2025) · Economic analysis of law in European legal scholarship · doi:10.1007/978-3-032-01468-9_3
Application of Marketing Analytics on Green Marketing Mix
Gulati, G., Joshi, M. C., & Kumar, A. (2025) · IGI Global eBooks · doi:10.4018/979-8-3373-5302-9.ch013
Lian, G., Chan, H. Y., & Liang, Q. (2025) · International Conference on Internet of Things and Cloud Computing Technology (IoTCCT) · doi:10.1145/3776865.3776869
“Kakatkar et al. [6] resolved retail data heterogeneity through entropy-based feature extraction, achieving 89% accuracy in behavioral prediction from anonymized fragments.”
Sarıkaya, T., & Yılmaz, E. (2026) · Advances in computational intelligence and robotics book series · doi:10.4018/979-8-3373-5666-2.ch004
Puente, Á. M. D. C., & Dopico, D. C. (2026) · Journal of Marketing Analytics · doi:10.1057/s41270-026-00478-y
Customer Relationship Management (CRM)
Liu–Thompkins, Y. (2026) · Oxford University Press eBooks · doi:10.1093/9780197859063.003.0019
Schwarz, R. (2026) · Journal of Marketing Analytics · doi:10.1057/s41270-026-00538-3
- 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
About these checks
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.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review