Customer Analytics Capability News Today : Breaking News, Live Updates & Top Stories | Vimarsana

The prevalence of the platform economy is rapidly increasing, primarily driven by the incorporation of big data into the digital business environment. Big data contains substantial customer information, necessitating analytics to process such data. Despite the acceleration in customer data, researchers lack knowledge about the tools that constitute Customer Analytics Capability (CAC) within the online retail business context. Through a multi-phase research design, we develop and test an instrument for CAC within the spectrum of the platform economy. We validate a multidimensional and higher-or...

In today's highly competitive retail environment, customer analytics has emerged as a powerful strategic tool. Customer analytics, the concept of data analytics-driven customer-centric value generation in multi-channels to render superior customer experience, has become one of the most vital aspects of retail firms' customer-centred marketing management. However, despite its strategic importance, there has been little investigation into customer analytics capabilities in the retail context. While many retail firms have attempted to adopt advanced analytics, there is a lack of empiric...

The value of customer analytics (CA) and artificial intelligence (AI) has been discussed separately at the forefront of research for business, marketing, and operations management. In spite of the strategic importance of CA and AI, there has been a paucity of research regarding the role of AI in operationalizing customer analytics (CA) capability. To address the gap, this study draws on a systematic literature review and thematic analysis for identifying the value-based CA capability antecedents that operationalize through AI in the context of retailing. The findings of this study extend the r...