Systematic literature review on marketing analytics

As firms increasingly invest in marketing analytics (MA) to support marketing decisions and improve return
on investment (ROI), MA and artificial intelligence (AI) has become essential in creating a competitive edge. With
growing academic interest, the research domain on MA has generated a significant volume of knowledge. Examining 421
documents published over two decades (2002–2024). Three primary theme topics emerge from the co-citation analysis of
the MA literature: firm capability, business models, and customer priority. By highlighting the interconnectedness of
ideas and theories, this study facilitates a deeper understanding of the field and its development. It fosters scholarly collaboration and ensures that academic discourse on marketing analytics remains relevant and impactful.