Springer Nature Switzerland AG 2019. It is very hard to ignore the potential of analytics in bringing robust insights to the boardroom in order to make effective firm, customer, and product/brand level decisions. Advance analytics tools, available data, and allied concepts have enormous potential to help design effective business and marketing strategies. In such a context, understanding the tools and their various implications in various different contexts is essential for any manager. Indeed, the robust use of the analytics tools has helped firms increase performance in terms of sales, revenues, profits, customer satisfaction, and competition. For details of how marketing analytics can help firms increase its performance, please refer to Kumar and Sharma (2017).
