Salient Issues in Marketing Analytics (Published)

Citation: Linus Osuagwu  (2022) Salient Issues in Marketing Analytics, British Journal of Marketing Studies, Vol. 10, Issue 1, pp.32-46,

Abstract: The paper utilized materials from relevant extant literature and cognate experience to discuss marketing analytics with regard to its tools, relationship with big data, applications and challenges, and proposes research direction in cognate areas. Specifically, the paper posits that marketing analytics has some salient issues such as equivocal conceptualizations, strong connections with big data, myriad of tools and applications, in addition to associated challenges. These stated salient issues may not be exhaustive enough to represent all the cognate issues associated with marketing analytics, especially in contemporary times. This is a major limitation of the paper which can be addressed in future research efforts. Therefore, relevant empirical research streams are suggested in the paper to investigate these salient and other cognate marketing analytics issues in different contexts, including sectors, business types, and countries. The insights from the paper are likely to have practical and theoretical implications and relevance for marketing managers, organizational researchers and data scientists, among others, regarding marketing analytics tools, applications, connections with big data, and implementation challenges.

Keywords: Big Data, Marketing, Marketing Analytics, data analytics, machine learning tools

Behavioral Data Analysis in Emotional Intelligence of Social Network Consumers (Published)

Emotional intelligence is both characteristic of personality and intellectual capacity, which a person inherits from the genetic material of its parents and evolves – develops throughout lifetime. It refers to information processing capacity arising from the emotions and their utility to guide action in situations that require activation of the cognitive system. The purpose of the present research work is the application of Machine Learning and Data Mining methods for the evaluation of emotional IQ in a sample of students and social network consumers (age 18-26 years). Understanding how users behave when they connect to social networking sites creates opportunities for better interface design, richer studies of social interactions, and improved design of content distribution systems. The data were collected by completion of the self-report questionnaire Trait Emotional Intelligence (TEIQue) and used for the application of data mining methods. Then the collected data were selected for analysis, with relevant transformations in order to have a suitable form for the implementation of the respective machine learning algorithms included in the software package R. Furthermore, the parameters of the corresponding set of algorithms were determined depending on the case of application to produce inference rules. Some of the algorithms implemented according to specific research questions that were applied, were the classification algorithms (ID3 and J48) for the production of decision trees, regarding the four more general factors (welfare, self-control, emotionality and sociability) and in overall emotional intelligence. The results obtained, after weighing and criteria basis, present consumers’ rates, which in turn analyze the degree of emotional intelligence.

Keywords: Consumers, Data mining, Emotional Intelligence, Marketing, Social Networks, behavioral data

On the Marketing Investigation of the Behavior of Higher Education Consumers in Georgia (Published)

Marketing investigation of the behavior of consumers of higher education relative to prices of the study has been carried out in Georgia. Linear, exponential and auto-regression models of the behavior of tuition fees in four universities of Georgia are constructed using the marketing information on tuition fees received from respondent students.  Interval estimates of tuition fees are also constructed.

Keywords: Marketing, Price, Regression Model

Marketing Research on Food Consumers’ Behavior in Georgia’s Consumer Market (Published)

The marketing survey of thirty products has been included in the consumer basket of Georgia. Information obtained from the respondents’ surveys on the current and consumable acceptable prices of products are used by this information to construct linear, indicative and linear models to reflect the change in time.

Keywords: Marketing, Regression, Respondent, consumer prices

Deceptive Marketing Communication and Student Enrollment Decisions in Private Higher Education Institutions (PHEIS) In Cameroon (Published)

The University Reforms in the early 90s in Cameroon set the stage for private interests, driven by economic gains to invest in the Higher Education Sector.  One of the outcomes of this move is the prevalence of misleading marketing communications that seek to attract and influence university enrollees.  Focusing exclusively on alumni these private university institutions, this paper employs snowball sampling of six hundred subjects and a logistics regression technique to gauge the true influence of deceptive marketing communication on students’ decisions to enroll in PHEIs. The findings reveal that, although 93.5 percent  of  alumni  admit to have been deceived to enroll in their respective alma maters (PHEIs), there is no inferential evidence  that student enrollment decisions are  induced by deceptive marketing communication.

Keywords: Asymmetry, Deception, Marketing, University Enrollment, communication

Marketing and Advertising Ethical Stance toward Customers (Published)

Marketing ethics is a well-established area of marketing research. Following the marketing ethics is important and a key factor for a firm to survive and succeed.  Research has shown that it is critical to focus on the accuracy of promotional messages provided to the customers. Giving the customer inaccurate information is known as misleading advertisements. This action is unethical due to leading the customer to buy a product which the customer thinks like what has been sawed in the Ad. Unfortunately, unethical advertisements are not directed just towered adult, however, children involved too. Moreover, many studies state that there is a growing number of marketers who are attracting the customers to buy unneeded products by using psychological and emotional appeals. I believe these appeals are the driving force would excite quick responses from the customers.  This study aims to identify marketing ethics by reviewing past studies and discover some unethical practices in marketing.

Keywords: Advertising, Appeals., Customers, Deceptive Advertisements, Ethics, Marketing

Use of Gemification in Marketing (Published)

In this paper we deal with the application of gemification in the field of Internet marketing. We suggest the use of gemification to increase website traffic, increase the time spent on the website, and to increase the customer satisfaction with our product.

Keywords: Game Based Marketing, Gemification, Marketing, Social Networking

Gaps in Marketing: Challenges for Business Education in the West African Senior Secondary School Commerce Curriculum (Review Completed - Accepted)

This study evaluated the concepts of commerce and marketing, the bases of, and dynamic phases of marketing and advanced rationale for integrating additional contents of marketing in the West African senior secondary school commerce curriculum. Topical elements in the existing West African senior secondary school commerce curriculum were identified for the proposed integration as a way of renewal of the curriculum to meet new challenges facing the learners in the emerging business economy of West Africa. Hence in the light of the existing relationship between commerce and marketing and the changes in the relatively new business worlds, it has become imperative to inject some additional contents of marketing into the existing commerce curriculum in the West African Senior Secondary Schools (WASSS). However, marketing as a discipline is needed to be accorded the right recognition and approved as a stand-alone subject in the West African Senior School Certificate Examination (WASSCE).

Keywords: : Business Economy, Business Education, Commerce curriculum, Marketing, West Africa

Commerce and Marketing: Challenges for Business Education in the West African Senior Secondary School Commerce Curriculum (Published)

This study evaluated the concepts of commerce and marketing, the bases of, and dynamic phases of marketing and advanced rationale for integrating additional contents of marketing in the West African senior secondary school commerce curriculum. Topical elements in the existing West African senior secondary school commerce curriculum were identified for the proposed integration as a way of renewal of the curriculum to meet new challenges facing the learners in the emerging business economy of West Africa

Keywords: : Business Economy, Business Education, Commerce curriculum, Marketing, West Africa

Marketing Activities and Perceptions towards Domestic Tourism and Domestic Tourists (A Case Of Accommodation Providers In Sāmoa) (Published)

Effective Marketing strategies and techniques have contributed to the competitive survival and development of many tourism operators worldwide. Given Sāmoa’s geographic isolation as a holiday destination, marketing activities should aim to target both international and domestic tourists. However, the Sāmoan Government tends to focus predominantly on the promotion of international tourism. Domestic tourism and travel by local tourists is an area neglected by some tourism operators and domestic marketing and promotional activities are limited. This paper presents the results of a small scale study designed to investigate marketing activities, perceptions towards domestic tourism and the idea of locals as tourists from the view point of operators in the Accommodation Sector. Convenience Sampling identified a sample of 50 Accommodation providers for the study. The percentage method analysis confirms the existence of marketing activities. In spite of this, existing marketing activities are primarily designed to target international tourists. Talanoa Research Method (TRM) was used to conduct in-depth interviews. Thematic Analysis highlighted some interest among operators to invest in marketing activities however financial constraints, high preference for international tourists and personal motives limited interest and investment in marketing activities to target local tourists

Keywords: Accommodation Providers., Domestic tourism, Marketing, Sāmoa., Tourism