Marketing analytics from practice to

academia
 At a global level, the popularity of marketing analytics has increased from 50 to 100 on
Google’s search index. Interest has been higher for queries, such as ‘‘analytics in marketing’’ and
‘‘digital marketing analytics’’, showing a propensity for analyzing online marketing activity.
 The interest in marketing analytics is, not surprisingly, the highest in India, one of the top
providers of digital services on the international market, followed by the United States.
 Other Western countries follow close in their Google searches for information relating to
marketing analytics.
 These findings are correlated with the situation in the business world.
 Top business consulting and digital solutions companies offer marketing analytics services to
their clients.
 Innovative organizations such as Accenture, SAS, McKinsey, Salesforce, Hubspot, and
Marketo provide analytics solutions that include big data, sales, service, B2B. These services allow
companies to analyze past performances and real-time evolutions, as well as make data-driven
predictions.
 The academic world has adapted to the increased demand for marketing analytics as well.
 Considering the pervasive nature and importance of this field, we encourage submissions
that contribute to business research

Big-data-analytics-capability-and-co-
innovation-An-empirical-study
Efforts are focused on the honing of methods for the analysis and treatment of large amounts of
data, aiming at strengthening the decision-making process in order to generate greater value for the
company

 Companies such as Facebook and Microsoft did not make large investments in the
acquisition of social networks, such as WhatsApp and Linkedin respectively, for nothing.
 Despite the growing interest to understand the big data phenomenon and its influence on the
different environments of the firm, there are few empirical studies which analyze the potential big
data represents for business innovation.
 Lies the importance of this study's contribution, which provides empirical evidence confirming
the existence of a direct and positive relationship between BDA capability and co-innovation
 From this perspective, this study contributes to broadening understanding of how big
data impacts business results.
 BDA capability is understood as the orchestration of tangible, intangible and human
resources with the aim of strengthening, for the case of this study, the co-creation, collaboration and
communication processes, which are typical of the networks supporting co-innovation
 In this sense the results suggest that the ideation process for co-creation of new products
and services is more effective and agile if the actors involved possess inputs derived from big
data analysis.
 The agile and effective co-creation of new or improved products or services allows the firm to
rapidly adapt to the changing conditions of the market, keeping abreast of competitors
Framework for Data Analytics in Data-Driven Product
Planning
To address this question and to support companies with the implementation, we propose an
extended framework for data analytics in data-driven product planning.......

......Key challenges The application of data analytics methodology to data from the product lifecycle
plays an essential role in data-driven product planning.......

......Management of product life cycle data Besides these general frameworks, we want to present
some approaches considering product development or product life cycle data. propose the product
lifecycle analytics approach for the holistic integration and analysis of data from multiple data
sources around the product lifecycle .......

......Conclusion Data-driven product planning promises to unlock so far unknown potentials by

integrating data analytics into the process of strategic product planning.......

......Along the four layers of analytics projects, the framework proposes procedures and methods that
support the planning and implementation of a successful data analysis in product planning......

Deep Learning for Internet of Things Data Analytics

Data analytics means analyzing every segment of data in...

...data generated by IoT systems....

...produced by IoT devices, including applications like smart home, smart healthcare, smart
manufacturing, smart...

...Deep learning is being widely used for data analytics in IoT applications....

...learning paradigms are breaching the doors for desired data analytics in IoT applications....

...leveraged deep learning models for IoT data analytics....

...Deep Neural Network (DNN) comprises of several processing layers that are competent of
learning hierarchical...

...representations from the input data....

...layer comprises of several processing units called as neurons....

...A neuron computes the weighted sum of the inputs...

...include: Restricted Boltzmann machine, Deep Belief Networks, Convolutional Neural Networks,
Recurrent Neural...

...Network, Long Short Term Memory, Auto-Encoders and Generative Adversarial Networks....

...Visible layer receives the input and hidden layer contains the latent variables....

...In RBM, every neuron in the visible layer is connected to all the neurons in the hidden layer and
vice versa....

...However, no two neurons are connected within the same layer....

...In DBN, every layer is regarded as an RBM and the hidden layer of preceding RBM acts as an
input layer for the given DBN layer....

...The hidden layers in case of a CNN comprise of convoultional layers and a fully connected layer....

...The convolutional layer comprise of filters that have the same shape as that of the input data....

...Feed-forward Neural Network is not suitable for modelling time series tasks....

...every neuron is fed as input to the subsequent step.

The convolutional layer comprise of filters that have the same shape as that of the input data....

...Auto-Encoders are generative DNN architectures that comprise of one or more hidden layers apart
from input and output layer....

...Generative Adversarial Networks are the hybrid DNN architectures that comprise of two artificial
neural networks...

...Depending on the analytical requirements of the IoT application, it is important to identify the
proper deep learning model for data analytics in that application....

It is worthwhile to state that deep learning for IoT data analytics is still in infancy, more research is
needed to exploit the full potential of deep learning models for IoT data analytics

Capabilities and Readiness for Big Data Analytics

...Big data and big data analytics (BDA) are seen as critical for future competitive advantage and
success in many organisations worldwide....

...This research examines the capabilities that determine an organisation’s readiness to enter the
BDA world successfully....
...Some organisations have always had huge volumes, but have only recently started processing
unstructured data such as social media, Internet of things (IoT), sensor data, geospatial data,
images, audio, video etc....

...Big data analytics (BDA) is the extension of a continuum or evolution from decision support
systems to data mining to business intelligence (BI) to predictive and prescriptive analytics
[10,11,12]; made possible by vastly increased and cheaper processing power and storage, and
instant availability of data from numerous sources....

...Other commonly used umbrella terms are business intelligence and analytics (BI&A) and business
analytics (BA) [2]....

...In this research we build on two that cover broader issues, relating to BA capabilities, and
requirements for organisational success with BDA....

...Business Analytics Capability Maturity Model (BACMM) and Framework (BACF): The BACMM
proposed by [17] listed 16 capabilities in four groups....

...Executive Leadership & Support, and Flexibility & Agility); Technology (Data Management,
Systems Integration, Reporting & Visualisation BA Technology, and Discovery BA Technology); and
People (Technology Skills, Business Skills & Knowledge, Management Skills & Knowledge, and
Entrepreneurship & Innovation)....

...Requirements for Organisational Success with BDA: Seven key requirements for this were defined
by [23] as (1) A Clear Business Need, (2) Strong, Committed Sponsorship, (3) Alignment between
the Business and Analytics Strategy, (4) A Fact-Based Decision-Making Culture, (5) A Strong Data
Infrastructure, (6) The Right Analytical Tools, and (7) People Skilled in the Use of Analytics....

...It was felt that the capabilities required for BA should be largely similar to those needed for BDA,
and that these combined with the requirements for success for BDA could serve as a useful starting
point for researching the topic....

...It was on the verge of a Big Data implementation, and ideally positioned to compare its views on
capabilities and readiness to those factors identified in previous research....

...As interpretive case studies allow for flexibility in the research methods, data analysis was carried
out in parallel with the data collection,