... the main constructs in which consumers write online reviews. As explained in study 1A, we find that consumers mainly write reviews in terms of their sensory experience and in terms of more objective properties of the product, which we called non-sensory reviews. We define them next. Data analytics...

...Devon S. Johnson; Laurent Muzellec; Debika Sihi; Debra Zahay Purpose This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study...

..., as shown in Figure 1 . © Emerald Group Publishing Limited 2014 Data analytics Business intelligence Customer data management Customer insight IT management Marketing information systems Most corporations must now “market in a digital world”. The “always on” consumer...