Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
← Swipe to explore all 18 families →
Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
89IN
An
Marketing Analytics
Family
16. Digital, Data, and Technology (VI · Context)
Era
Period 6: Engagement and Networks, 2010s
Block
IN · Inputs: resources and assets
Tier
Landmark
Cell card
Description
Wedel and Kannan reviewed marketing analytics in data-rich environments, covering methods for customer, marketing-mix, and firm-level decisions and the challenges that big data and privacy pose for them.
Managerial Implications
Analytics creates value when it is connected to decisions in a data-rich environment: personalization, pricing, attribution, and customer management. The constraint is rarely data; it is the skill to ask decision-relevant questions, the organization to act on answers, and the handling of privacy. Managers should start from the decisions that matter most, build the analytics to support them, and set privacy rules before the data grows.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
